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.

"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

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