Research led to the development of three Brand Values: Bold, Fashionable and Positive. These were developed to target the educated middle-class consumers, who seek exciting and exceptional food — a break from typical meals. This led to the design concept of 'Celebrating Exceptional Differences'.
A custom typeface was based on a combination of different shapes to illustrate the concept; focusing on contrast, symmetry and distinction. The selection of non-primary colours, which are both sympathetic and complementary help to reflect the diversity of the different combination of colours (food options and flavours). The colour 'green' was intentionally avoided to dissociate from the typical cliche image of vegetarian food outlets.