We were asked to create an identity and logo for a dairy, refined sugar, gluten and guilt free health food brand. Less vegan more vogue is the key with these guys and we set to create a logo and brand behaviour that represented their philosophy. Scandinavian meets a Japanese aesthetic was a key part of their image and we developed a logo that encompassed a modern paired back typeface which we then delivered a subtle behaviour or nod to the vertical display of Japanese symbols. The word hardihood is an old English term meaning, vigor, robustness, resolute courage and fortitude. hardihood