In the spring of 2023, Pinch Food Design revealed an updated visual identity helmed by designer and artist Mike Tully, who chose Beaujon and Earth—two unreleased Sharp Type fonts—as the company’s display and supporting typefaces, respectively. The final application of these two typefaces included web and digital assets in addition to printed matter: pens, aprons, stationary, apparel, and even truck signage.
“The brief for this project called for an update to Pinch Food Design’s visual identity as opposed to a full rebranding,” says Mike. “This was an interesting exercise in how to keep certain elements in play, while considering how they could evolve.”
Pinch Food Design was originally launched in 2013 by co-founders Bob Spiegel and TJ Girard as a colorful alternative in the world of food catering. Pinch’s work has always been expressive and imaginative, and their deep roster of clients includes cultural institutions like MoMA. In order to offer a refreshed take on an existing brand, the challenge is to fulfill paradoxical needs of change and consistency.
“It was important that the typography evoke a similarly meticulous craft as their catering work,” Mike continues. “Beaujon was a perfect fit in this case. Its bolder weight ensured it would appear clearly on everything from chef’s aprons to trucks. Given Pinch’s dedication to zero-waste and sustainable practices, Earth naturally fit as a secondary typeface for text.”
“The updated yellow is more honey-like in tone and closer to ingredients that their staff work with. The new logotype set provides varying lockups for different use cases and more colloquial and formal options as ‘Pinch’ and ‘Pinch Food Design.’ Beaujon’s bold weight allows for photos of Pinch’s work to be collaged across the logotype on their trucks for more playful graphic moments.”
Beaujon, designed by Connor Davenport, is currently available in limited release through our Beta program. Earth Latin, designed by Lucas Sharp, is part of a large-scale multi-script family that will be released soon!