This freelance project was done for a client wanting to expand her raw food business into a new area. She had already established an online following which discusses the benefits of raw, healthy eating and provides recipes and tips to follow this lifestyle. This new venture was to develop a delivery service of healthy meals delivered to offices and businesses around the Northern Beaches and City areas of Sydney, hence the name The Healthy Lunchbox. 

When discussing the packaging of these meals with the client we decided that they would be made of recycled materials such as brown cardboard. Consequently we decided on making the logo white as this would be the most flexible option with whatever materials or packaging would be used in the future. 

The typography needed to be free flowing, expressive and friendly as this is the personality of the brand. Using the typeface Arsenale White was the perfect vehicle for this feeling. 

When looking through the clients website I recognised that she frequently uses flowers for styling when photographing food, something I asked her about. She said she loves flowers and is particularly drawn to the Blue Eyed Daisy otherwise known as the African Daisy for its rich colouring, resilient nature and versatility- much like the human body if we nurture it properly. Hereafter the African Daisy became the face of the brand. 

I sketched the flower using ink on a cotton stock of paper. Once finished I photographed it and treated it using Photoshop to create more contrast between the black and white areas. At this point I realised that the petals actually looked like a circle of spoons, a playful and perfect coincidence that the client loved. 

The original drawing is now framed in her office and the business is in the process of opening a shop front in Manly.