Native Foods has been crafting 100% plant-based and 100% craveable dishes since 1994. They pride themselves on bringing the world’s comfort foods home to your community. To continue to grow in an increasingly crowded market, Native Foods needed a brand that would energize loyal fans while differentiating the chain from its salad and grain bowl contemporaries.


Striking at the Root /

Through interviews, focus groups, sales data, customer surveys, and competitive analysis, TOKY uncovered specific insights to set Native Foods apart from the old standbys as well as up-and-coming generation of vegan and vegetarian brands. This analysis was critical in helping the Native Foods team understand their changing market and decide how closely to follow category trends.

Down-to-earth Delicious /

The new identity gets right to the heart of the Native Foods experience. A warm, inviting color palette takes inspiration from the chain’s vibrant menu offerings. Typography that balances familiarity with surprising and friendly details, and the redrawn logo emphasizes Native Foods’ plant-centric personality while maintaining the energy of the original mark.

The chalkboard artwork that once adorned the restaurant walls has been reimagined as a vegetal cast of lighthearted and idiosyncratic characters. Stackable produce stickers are a cheerful mark of the chain’s commitment to using fresh, natural ingredients.


“Collaborating with TOKY, we zeroed in on our brand tone and voice.” 

Carin Stutz, CEO /  Native Foods


Gather ‘Round Goodness /

Fast-casual doesn’t have to mean rushed or uncomfortable. Native Foods interiors are designed to create a playful, relaxed environment with bright and inviting spaces showcasing colorful brand artwork.

Native Foodies Unite /

The brand’s plant-based ethos comes to life across the dining experience, from crave-inducing to-go containers to a lighthearted line of merch including pins, t-shirts, and stickers. No matter where they dine, Native Foodies can proudly wear their love of chef-crafted comfort food that happens to be 100% vegan.  




Brand Identity System