The food delivery category is home to either the interesting but unhealthy or the fitness-focused but bland. The approach of Singapore based online restaurant Grain aims to add an experimental and wholesome approach, as a breath of fresh air in the staid category: “a world where we don’t have to choose”. The brand belief is “food has no limits”, where the best part of each day is answering the question, “What will we eat next?”
Dish names went from functional descriptors to a unique Grain naming structure – one part familiar, one part surprise. The primary typeface is Funkis A, with two secondary typefaces – Kapra Neue and Windsor Extra Bold Condensed– the latter used to emphasise the surprising element. Typically boring and functional nutritional information was also shared through the curious, yet fun Grain tone, bringing experimentation and fun back to healthy food.