Set up by foodies, Phood Station is a company that develops innovative food products and processes, experiencing gastronomy and making it more accessible to turn around consumer habits. PhoodStation wanted a visual identity which would illustrate the company’s eagerness to do things differently, surprise and innovate in spite of its strong links with the food world. To us, an upside-down logo seemed appropriate to represent their tenacity to rethink generally accepted ideas. By the same token, it resolved the bilingual nature of the company’s name. The use of a tongue-evoking shape allowed us to bring the concept of “taste” to the fore. A second signature, this time shapeless, was developed, thus enabling a simpler layout for eventual partners. Through an overly simple but joyful cutting reminiscent of pastry cutters, the letterhead design reflects Phood Station’s playful nature.