Brand design for the start-up Fleat, which strives to reduce food waste in restaurants and businesses.
The entire visual identity revolves around the logo representing a stylised butterfly.
This symbol embodies the idea of change, transformation and the domino effect that comes from positive actions. Just as the butterfly transforms its form from a caterpillar to a winged creature Fleat wants to reduce food waste in the world by starting at the grassroots level, transforming the surplus into a business opportunity, with the potential to create a positive impact in the world through sustainable actions.
The predominant colour green in our logo represents the environment and nature, reflecting the startup's commitment to sustainability. It is a reminder of the earth, the growth and freshness of the ingredients that the start-up seeks to preserve through its work.