Eat Crave Grub is a creative photography business led by Ananya, who left the corporate world to pursue her passion for food photography.

With a love for cooking, Ananya’s curiosity was sparked by the rising trend of food bloggers on Instagram, and she immersed herself in the craft of food photography. Ananya then adapted and pivoted her business during the pandemic, broadening her offering from solely food to product photography. Her vision for Eat Crave Grub was clear: to offer brands captivating on-brand imagery that expresses their unique identity, without a hefty price tag attached.

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From craving to creation

The brand identity developed for Eat Crave Grub is called ‘Frame of Expression’. We drew inspiration from the viewfinder of a camera: a visual frame that defines the world of photography. We wanted to evoke the idea of guiding brands toward their unique visual identity.

To bring this concept to life we developed a layered logo, with three distinct typefaces that subtly represent each word in the brand’s name. ‘Eat’ is set in Uncut Sans, a neutral sans-serif that embodies the brand’s accessible and approachable side. ‘Crave’ uses PP Editorial Old Ultralight Italic, a playful serif with curves, capturing the sense of desire and indulgence. ‘Grub’ is written in PP Editorial Old Regular, a slightly heavier font that symbolises gratification and sustenance. Together, these elements echo a full experience: the initial attention grab, the interest or craving, followed by the fulfilment or indulgence. You simply can’t have one without the others.

We also created a versatile symbol: a minimalist line drawing of a camera, subtly composed of the initials E, C and G. This icon is used independently from the logo, giving the brand flexibility and cohesiveness across various applications.

Framing flavour

We delved deeper into the idea of ‘Frames’ because it’s so interlinked with photography: Ananya is creating a frame of expression for brands and a frame of mind for the consumer, through the literal frame or viewfinder in photography.

To further emphasise the ‘Frame’ visual identity concept, we ensured that the ‘Eat Crave Grub’ logo sits within a square frame akin to a product in a lightbox. We also integrated frames into the social media layouts. These frames connect with the logo, and help to create a visually consistent grid that is ever-evolving.

The colour palette for Eat Crave Grub needed to achieve two things: a neutral backdrop to display photography, but also a colourful expression of Ananya’s creativity. The primary colours of white, black and beige provide the perfect versatile canvas to showcase her work. For brand accents we incorporated a lively mix of colours from different spectrums, from pinks and yellows to greens and blues.

We opted for contemporary tones that aren’t too bright and jarring, complementing rather than competing with Ananya’s photography. For social media, Ananya has freedom to explore the full range of brand colours, using them in graphics and frames to infuse her personality into her posts.

Eat Crave Grub’s new visual identity is lively, fun and approachable, providing a canvas that empowers Ananya to showcase her photography and framing the stories behind each brand she collaborates with.