About
Primal Kitchen is a health food brand specializing in condiments and dressings formulated for keto and paleo diets, with avocado oil as a core differentiator. The target demographic for this rebrand is older Generation Z consumers who are seeking alternative condiment products. The caveman logomark was replaced with an avocado, which already appeared across nearly all packaging and digital applications. Beyond resolving the original mark’s scaling and orientation issues, the avocado more clearly communicates the brand’s identity. The logotype retained Trajan as its base, with an upper arc distortion and hand-drawn texture added to make it more ownable. The avocado logomark’s seed was replaced with a sauce drip, subtly nodding to the brand’s product line. The primary brand color was preserved after competitor research confirmed it already held strong market differentiation and had built meaningful equity over time. Supporting colors are new — earthy tones alongside off-whites and off-blacks to signal an organic, handcrafted quality.
For imagery, Kodak Ektar 100 film presets were selected for their fine grain and more saturated color rendering, better suited to food photography and appealing to Gen Z’s affinity for analog aesthetics. The Primal Sunburst was elevated to the primary brand element and given a block-printed texture — previously underutilized, it best captures the brand’s vintage-yet-modern sensibility. The existing cave painting pattern was removed due to stylistic inconsistency, while geometric shapes were reframed as secondary, utilitarian elements and similarly textured.
