MMH Protéine is a fictitious foodtruck concept specializing in takeaway chicken in the form of protein bowls, burgers and wraps. The main challenge was to create a strong, flexible visual territory that could be easily adapted to a variety of media (trucks, packaging, by-products, menus, social networks, etc.).
The branding also had to be rooted in the codes between healthy food and street-food culture, with a striking logo and stimulating colors.
In a context where urban consumers are seeking to reconcile balanced nutrition, practicality and gustatory pleasure, MMH Protéine is a relevant response to a new generation of eating habits. Busy lifestyles (metro, work, sport, going out) leave little room for traditional, long meals.
On the other hand, street food is often perceived as too fatty, too sweet, or lacking in nutritional value. MMH Protéine fills this gap by offering a quick but healthy alternative, centered on a strong protein source, chicken, and recipes designed for balance: light bowls, wraps, homemade burgers, protein-rich desserts...
This hybrid positioning between fast food and nutritional awareness is a central marker of the project.
MMH Protéine's slogan can be summed up in three words: efficiency, taste, conscience. The brand does not seek to impose a restrictive or guilt-ridden model, but rather to offer an honest compromise between eating for pleasure and personal objectives (energy, shape, figure).
The brand's branding translates this into a direct tone, an energetic aesthetic, and an image that is both friendly and rewarding. The aim is not to promote a diet, but to propose a daily eating ritual that fits naturally into an active lifestyle. The stylized rooster, the brand's mascot, embodies this idea of pride, vitality and assertive character. It becomes a symbol of assertive yet benevolent power.
MMH Protéine's clientele is mainly made up of young urban workers, often on the move, sometimes sporty, sometimes simply concerned about their health or figure. These are demanding consumers, looking for brands that speak to them, understand them, and save them time without making them give up their balanced lifestyle.
They consume on the go, order online, follow wellness influencers, and frequent gyms or group classes. They are also people in search of experience: neat packaging, clear message, inspiring environment. MMH Protéine speaks to them with a direct graphic language, consistent branding, and a clear value proposition: taste, protein, style.
The MMH Protéine name plays on a double reading: the gourmet onomatopoeia ("mmh") and the strong nutritional promise ("protein"). It's short, memorable and easy to use in both written and spoken form. The "Chicken to go" baseline immediately clarifies the offer, while reinforcing the link between branding and product. The brand voice is direct, positive, gourmet and energetic. It invites an active lifestyle without extremes, where pleasure remains at the heart of the experience.
The starting point for the visual identity is the logo. It had to be immediately legible, recognizable on packaging, signage or an Instagram post, while embodying the essence of the project.
The stylized rooster, the brand's mascot, was a natural choice: a symbol of vitality, French culinary tradition (chicken), and graphic affirmation. It gives the brand a lively, proud and slightly mischievous personality.
The logotype is based on a condensed, powerful and dynamic capital lettering. Its shape evokes sport, speed and intensity. Its controlled spacing and clean serifs make it easy to read, even from a distance or in small format. The lettering has been reworked so that each word - MMH and PROTÉINE - has an autonomous visual existence, while forming a unified block.
Intense orange (#F77C1E) is the brand's flagship color. It evokes energy, appetite, human warmth and modernity. This choice contrasts with the coldness of traditional diet brands, while remaining much punchier than traditional food brands.
In contrast, deep black enhances legibility, creates minimal elegance and structures supports with clarity. It also evokes the notion of performance and mastery. Touches of luminous yellow round off the range, suggesting good humor, freshness and assertive pleasure.
The identity was designed from the outset to be 360° adaptable: landscape or portrait formats, inverted version, monochrome, single pictogram or stamped logo. The logo is equally at home on a takeaway bag, a bottle of sauce, a sticker, a loyalty card or a truck front.
Each version has been tested in various contexts: web, print, packaging, signage, guaranteeing brand consistency in all situations.
Graphically, the MMH Protéine universe is based on a structured layout, straightforward flat tints, pictograms of ingredients in the background (used as motifs on packaging), and strong typographic compositions. Nothing is decorative: each element has a visual or narrative function.
The art direction doesn't try to appeal to everyone: it goes straight to the heart of its target, with a graphic language that assumes its choices, its contrasts, and its identity.
The menu is the first point of contact between the brand and the customer, often displayed on the truck or presented in paper format. It had to combine clarity, hierarchy and indulgence.
The structure is designed to be intuitive: three large sections readable at a glance (Protein Bowls, Wraps & Burgers, Protein Desserts), with a system of contrasting titles and prices (bright orange for eye-catching, black for information).
The beige background softens the overall effect and enhances reading comfort. A discreet motif of ingredients in a continuous line adorns the background, adding visual richness without detracting from legibility. The result: a menu that's consistent with the brand's universe, ergonomic and engaging.
Sauces are highly visible by-products that are as much consumable as they are distinctive. Here, each bottle becomes a mini mobile branding medium.
The labels, in matt black with condensed white typography, evoke the sporty, sober world of dietary supplements. The only fantasy is the color of the cap, which indicates the flavor (spicy red, curry yellow, barbecue black).
The logo, discreetly but firmly integrated, is a reminder of the product's origin. Each sauce thus becomes a coherent extension of the MMH Protéine experience, with a premium aesthetic.
The bag is a mobile communication medium, often photographed, transported and displayed. It had to be as functional as it was distinctive.
The structure takes up the brand's two main motifs: the white grid (a nod to dietary rigor) and the black thread-patterned background. The logo, placed in the center, is perfectly legible and becomes a visual beacon on a contrasting background.
This modular design allows the bag to be printed individually or in series, with a high perceived quality. The result is a reliable, serious and contemporary image.
Takeaway bowls represent the essence of the culinary offer: fast, healthy, convenient. The graphic design of the packaging respects this triptych.
The squared white bowl evokes the world of serious nutritional products. The circular black sticker on the lid functions like a seal of quality or a label. It reads the key words of the branding: protein, chicken, bowl XL.
The sober black and white color code evokes the seriousness of nutrition, while the white grid refers to the graphic design of sports books or food plans. The brand experience begins as soon as you pick it up.
The foodtruck is the physical embodiment of the brand, a mobile point of sale and a long-distance, visible brand support.
The packaging has been designed to be both eye-catching and elegant. Matte black gives an upscale, urban look. The graphic motif of ingredients is subtly distributed to create a textural effect, without saturation. The logo stands out in bright orange on a black background, guaranteeing legibility and immediate recognition.
The orange-beige striped cap adds a friendly touch, evoking summer, vacations and indulgence. It breaks the rigidity of black and injects human warmth. This foodtruck is at once a sign, an advertisement and a brand scene.
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