Vegetable + Butcher Has a New Look
Today, we're pulling back the curtain on a refreshed Vegetable + Butcher brand. We're excited to share more about why we made these updates and what the future looks like.
What's Changed and What Hasn't
You'll see the biggest differences in our logo, typeface, and color palette, everywhere from our energy bite labels to our social media posts.
We're also choosing to place a greater emphasis on our commitment to the planet: the "soil to soil" journey that makes up every single V+B meal. Our produce comes from the earth, we clean it, chop it, cook it, and package it up for you. Then, we collect back your meal packaging and compost it back into soil. You'll see our connection to the earth in our brand colors, as well as in photography that puts a magnifying glass to the beautiful ingredients that come through our kitchen doors.
The plus sign in our new logo—we call it The Positive—is intentionally elevated to signal our optimism, our high standards, and our healthful offering.
Underneath all those colors and logos is the same V+B that launched in 2016: a simple way for people to eat healthy food while being kind to the planet. If you're big nerds like us, you can peek under the hood a little more by reading our full brand manifesto below. The TL;DR version is simple: food for better.
Our Brand Manifesto
Food is one of the utterly core essentials in our lives. Even when it’s not in our mouths it’s on our minds. We labor over what to eat. When to eat. Which nutrient or supplement to put into our meals. Whether a certain vitamin or beneficial ingredient is already in our food. What about our kids? What about our parents?
If the past few years have taught us anything, it’s that much needs to be undone in the food industry. Innovators of all shapes and sizes are striving to make a true dent in the fabric of how we feed ourselves—and some of them are doing powerful things. But this is an exceptionally momentous task, one that necessitates truly forward-looking thinking.
That’s where we come in. We’re Vegetable + Butcher, and we’re reimagining everything when it comes to healthful prepared meals and the impact they leave behind. Our DC-grown meal delivery platform is built upon one core promise: We all deserve plant-forward, nourishing meals that taste good and leave no trace.
Today, consumers have more choices than ever before. Technology means any meal imaginable can be available at the tap of a button. Supply chain advancements mean access to ingredients from any geography. And an enhanced interest in health and wellness means countless culinary trends, tips, and tutorials.