42°Raw

Industry

Healthcare
Consumer Electronics

Deliveries

Brand Strategy
Visual Identity
Design Systems

Creating an Identity for Honest Food

42°Raw was founded on a simple idea: food should be served as nature intended – fresh, plant-based, nutritional, and full of natural energy. At a time when plant-based dining was still considered niche, the concept introduced a new approach to food experiences in Copenhagen.

LOOP Associates was commissioned to create a visual identity capable of expressing this philosophy through a clear and distinctive brand system.

Balancing Organic and Structured

The collaboration included a complete redesign of the bank’s central visual assets, beginning with the corporate logo and extending into a broader identity system designed for both The ambition was to translate the honesty of the product into a visual language that felt both natural and refined.

At the centre of the identity, LOOP Associates developed a distinctive typographic expression inspired by antique wood type. Combined with environmentally conscious materials and carefully selected packaging, the identity created a recognisable visual presence while remaining simple and authentic.

The contrast between organic textures and structured graphic elements became a defining characteristic of the brand.

Supporting a Growing Concept

The visual framework extended across packaging, signage, printed materials, environmental graphics, and customer touchpoints.

Rather than relying on traditional health-food aesthetics, the identity positioned 42°Raw within a contemporary Scandinavian context. The system helped create a consistent experience capable of supporting both daily operations and future growth.

Establishing a Recognisable Copenhagen Brand

The result was a distinctive identity that helped establish 42°Raw as one of the early pioneers of plant-based dining in Copenhagen.

By combining a clear philosophy with a recognisable visual expression, the brand contributed to bringing plant-based food to a broader audience and helped position 42°Raw as an established part of Copenhagen’s contemporary food culture.

Det er meget tættere på den måde de andre cases er skrevet på. Ikke samme overskrifter – men samme fortællerytme og samme niveau af strategisk afstand til projektet.