Terra

Created visual identity and merchandise for a new healthy fast-food restaurant in Ghent.

problem

This new healthy fast-food restaurant wanted to connect with its audience beyond just the food. They want to spread the idea that fast food doesn’t need to be unhealthy — you can eat healthy even if you are in a rush. Beyond their food and drinks, this concept should be out in the daylight, outside the walls of the restaurant. They wanted a way for their clients to be part of this movement.

solution

I designed merchandising with trendy, contemporary graphics that don’t scream “restaurant” or “fast-food chain.” Instead, I created a sub-brand for Terra that exists purely to carry the movement beyond the restaurant’s doors and into everyday life.

How do we make healthy hip?

I didn’t want to create just another merchandising line with a logo slapped on a T-shirt. Instead, I developed a sub-brand that runs parallel to the main Terra brand. It keeps the same concept and supports the same message, but introduces a subtle distinction between the restaurant and the merchandise.

This approach transforms the collection from a basic, “dry” merch line into a standalone brand that still carries Terra’s values, but in a way that people genuinely want to wear. After all, would you really wear a shirt with just fries and a McDonald’s logo on it?

This project was designed 100% by me during an internship at Black-Cod Agency.

year

2025

timeframe

16 days