Now Now
Shaping a bold identity for a fermentation lab turned canteen, where experimentation meets everyday flavor.
A fast-casual fermentation canteen shaped by motion, steel, and bold restraint.
Challenge
Express “lab-to-table” with immediacy and craft.
Nownow’s concept—fermented dishes served now—needed a visual system that felt experimental yet precise. We had to balance speed, culinary craft, and a contemporary canteen vibe without visual noise, keeping food as the hero.
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Results
A kinetic identity with an industrial, food-first stage.
The tilted N mark and tight grid introduce motion and control. A black-white base with chrome accents creates an industrial, modern canvas that lets the dishes pop, while signage, interiors, and packaging extend from the logo’s geometry for total brand coherence. The system communicates innovation, immediacy, and discipline—exactly what a fermentation lab in fast-casual needs.
