You are what you eat.

Penn needed to rebrand their dining experience to make sure students knew this was definitely not their high school cafeteria. They needed a look as curated as their menus and as diverse as the students on campus. It was an opportunity to break free from the more formal university brand and have some fun playing with their food. Rooted in the concept of “you are what you eat”, we created a flexible system of illustrations and typography that embody an “Eat Smart” mentality. With just the right balance of whimsy and flavor, their new brand is all about feeding minds, fueling success, and eating up life at Penn. Now we’re hungry. Are you hungry?

Illustrations by Abbey Lossing