Cultura Alimentaria was inspired from the idea of promoting a conscious consumption of food and encouraging lifestyle changes that improve individual health and collective wellbeing.

Although the goal of Cultura Alimentaria is to educate consumers, the real challenge is to generate a change in the industry through conscious consumer demand.

As wellbeing is the core concept of the brand, various elements needed to be coordinated to convey this value. A series of illustrations were developed to represent good eating practices as well as internal and external factors that affect the individual.

Various food groups as well as the internal and external factors were represented with an abstract illustration style. The combined use of these illustrations works as a texture for brand applications, while the individual use of them makes reference to a specific topic. More importantly, these illustrations also work as a monogram for the company’s acronym.