I began the development of the brand in the most obvious way, by finding a name. After doing word association and brainstorming, I've settled on "Flex Your Food" as the name because it explains what the brand is about, it's easy to spell and pronounce, and it has a positive connotation, all of which are aspects I believe to be crucial to a successful name. After that, I began development on a logo and visual system, as seen below. I tried to sketch out as many different incarnations as possible.
