In a saturated market where salad, wrap and juice delivery services blur into one another, SALAD&RIA launches in the interior of Rio de Janeiro state with a lighter, funnier proposition for eating well. Studio Mateus Araújo built its visual identity to dismantle the idea that a healthy lifestyle has to be bland — that “eating well means eating badly.”

The name is a play on the Portuguese word “ria” (laughs), a nod to the lightness of making good choices, and every part of the system is tuned to carry that mood. A smile sits at the centre of the identity, paired with a lime-green semicircle that reads as a salad bowl, and the studio treats the grin as a promise that good humour comes with every order.

The palette is pulled straight from the vegetables, fruits and seeds that go into the bowls, giving the brand its contrast and freshness. Combined institutional typefaces amplify the memes, slang and online expressions that run through SALAD&RIA’s social media, landing a contemporary, slightly irreverent tone across stickers, bags and packaging.

From the wordmark and logo through to the printed collateral, the work sets out to build an emotional connection with people who tie eating well to feeling good — and to make that choice a genuinely enjoyable one.