The Goods is a Toronto-based restaurant that offers healthy, nourishing and organic foods—soups, salads, sauces/dressings and smoothies. They felt the need to increase brand awareness locally, as the name of the restaurant has no immediate link to food. In combination with advertising a new store opening, we created a series of out-of-home posters to advertise the functional, healing philosophy of the Goods within Toronto.

There’s a lot of evil in today’s world of food. Chemicals, sugar, saturated fats, synthetic ingredients, processed everything. At its core, the Goods stands in opposition to all of it. Inspired by their mission statement of only using ingredients that have a beneficial effect on the body, we created a new tagline: Eat No Evil. The illustrations are wide open mouths; the negative space of which double as whole fruit, to visually communicate eating fresh, eating organic, and eating whole.