WorkGraphic Design

Midday helps to launch the UK's first paleo bar with cave-inspired new identity

Launching with the UK’s first ever Paleo bar, The Primal Kitchen has apparently got mammoth plans to change the face of healthy eating. For its new identity, it approached London studio, Midday, headed up by Will Gladden and Claudio Vecchio.

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The Primal Kitchen paleo bars in yellow and pink packaging featuring cave-inspired illustrations and product names like Almond & Cashew and Coconut & Macadamia

"To establish the Paleo movement in the UK it was important to communicate the caveman origins of the diet in a clear and uncomplicated way," explains Midday. "Putting the cave at the heart of the brand inspired us to create a world of cave illustration and using the 'Go Against the Grain' tagline we could further inform consumers of the unique attributes of the Paleo lifestyle."

All images courtesy of Midday

The Primal Kitchen logo on a yellow background, featuring white and yellow text on a black shield shape with decorative arrows below the word "kitchen
Simple black line drawing of an armadillo on a yellow background, part of The Primal Kitchen's cave-inspired brand identity by Midday
Three The Primal Kitchen paleo bars in yellow, cream and pink wrappers featuring cave-inspired illustrations and flavours: Almond & Cashew, Coconut & Macadamia, and Brazil Nut & Cherry
Close-up of The Primal Kitchen box showing cave art illustrations in gold on dark packaging with "Go Against the Grain" text
The Primal Kitchen's Paleo diet infographic displayed on a smartphone screen, featuring pink and black design with icons and text explaining paleo nutrition principles
The Primal Kitchen website displayed on a tablet, featuring a red banner stating "ESTD 2 MILLION YEARS B.C. [BEFORE CEREALS]
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