Partake
A freshly baked brand identity with a sweet invitation.
After already launching their brand, Partake was planning to expand their product portfolio and realized there was a disconnect between the target audience and actual audience. The Working Assembly created a refreshed visual system to accommodate new products Partake would bring to market, along with updated messaging and tone of voice that would better resonate with their actual customers … not just the allergy-conscious consumers they were initially targeting.
SCOPE
Brand Strategy, Visual Identity, Verbal Identity
The updated brand strategy hinges on an invitation “for everyone to partake in the joy of great food — without pretense, limitations or restrictions.” Unlike other better-for-you brands on the market, Partake creates your favorite snacks without artificial ingredients and common allergens, allowing everyone to enjoy snacking and socializing without the worry of dietary restrictions.
The Working Assembly set out to create a visual identity that was approachable and playful, leaning into the joy of snacking and sharing. We created a system that tells the Partake story of inclusivity and the idea of food bringing people together, with a cheerful color palette and a graphic system of dots that connect back to the cookie shape while also symbolizing togetherness.
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The new branding opened doors for Partake to explore new products and for exciting partnerships and collaborations from brands like Vogue to JetBlue to Sesame Street.
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