EXKi, a Belgian healthy food brand celebrating 25 years, recently revealed their global rebrand, led byAgathe MilletandImagina. At the heart of this new visual identity is a custom-drawn logo, which is bold, impactful, and clear, characterized by its rounded shapes. The brand’s iconic carrot has also been reworked; now geometric and rounded, it has become a symbol in its own right. The updated color palette has been reduced to three strong, contrasting colors, whileDiolce, the main font, balances and softens the design, withUncut SansandAnybodyused for additional information and communication. This comprehensive new visual identity extends across packagings, print and digital communication, the signage system, interior design, and a complete brandbook. See more from this rebrand on the websites ofAgathe MilletandImagina. Photo(s) by marcel van den berg grafisch ontwerp on Flickr.
The typography system radiates approachable wellness sophistication — the custom-drawn logo with rounded shapes creates warmth and accessibility, while Diolce's refined letterforms communicate premium quality without pretension. The combination suggests a brand that's both health-conscious and indulgent, serious about nutrition but playful in presentation.
Diolce's balanced proportions and moderate contrast provide excellent readability across packaging scales while maintaining enough personality to feel crafted rather than generic. The rounded terminals and humanist qualities complement the logo's geometric-rounded aesthetic, creating cohesion between custom lettering and system typography. Uncut Sans and Anybody provide utilitarian clarity for hierarchical information without competing with the primary brand voice.
The three-font system creates a sophisticated information architecture — Diolce carries the brand personality in headlines and key messaging, while Uncut Sans provides neutral authority for nutritional data and regulatory text. Anybody likely serves as the digital workhorse, ensuring consistent rendering across platforms while maintaining the overall approachable-premium positioning through complementary letterform DNA.