Food Society

Food Society is a company opening food courts through big French cities. As for now, one has been opened in Lyon and one in Paris, although at least another opening is planned. The food courts house a collection of small stalls ran by already existing restaurants from each city, often offering a smaller and adapted menu than their main venue. Besides their food function, the places also offer a range of cultural events, from DJ sets, concerts, conferences…

Situated in rather commercial neighborhoods (malls) close to big train stations, Food Societies distinguish themselves by a strong interior architecture led by Belgian architect Lionel Jadot, himself inviting many different designers from The Zaventem Ateliers to contribute an eclectic collection of hand-made furniture (seats, lamps, tables…).

The branding was created by AAAAA Atelier in collaboration with Studio Triple for the logo and all typographic aspects. Triple created a two-headed custom type family including 65 titling styles – Poivre – and six text styles – Petit Poivre. The all-caps titling family is set up across a wide range of widths and weights together with outline styles that also span across multiple weights. Combining the outline styles with the plain ones allows for multi-color type-setting. The typeface mixes inspirations from Art Deco and street art in a playful and irreverent way.

The fonts are used for signage and packaging all over the place, painted on ceramic tiles by ceramic artists Mon Colonel & Spit, and part of the distinctive architecture. The identity makes a good use of variable fonts through animated logos and a website randomly flexing all the styles of the fonts when users over titles.

Art Direction by AAAAA Atelier
Ceramic art by Mon Colonel & Spit
Architecture by Lionel Jadot
Pictures by Julia Grüßing, Studio Slurp, Vincent Frances