mt. joy brand experience
SUSTAINABILITY • FOOD • COMMUNITY
How do you turn a brand into a climate movement to redefine an entire industry without sounding preachy or overpromising?
What does it take to build a village that believes in happy bellies, happy people, and a happy planet? What if simple, craveable, and affordable fast-casual food was also grown and delivered to us in a way that is healing to the environment, humane to animals, and compassionate to all the farmers and workers involved in bringing it to our plate?
Alongside Mt. Joy’s super talented team of chefs, restaurateurs, farmers, engineers, regenerative agriculture specialists, and food industry changemakers, we found ways to to express the values of joy, sustainability, and transparency in every part of the brand experience, including:
Brand Strategy
Brand Identity System
Brand Experience, including: Restaurant Signage: where we are, how to order, what we’re about Large-Format Menu Displays Food Truck Exterior Crew Uniforms Marketing Website App UX Marketing materials
To bring the ambitious brand vision to life, we designed an immersive guest experience that meets people where they are Developed a brand position and brand promise to activate Mt. Joy’s mission Crafted a sticky tagline to tie everything together because “Good tastes better.”
As their design and creative strategy partners, Studio Analogous is thrilled to be working for the 3rd time with serial entrepreneur Robbie Cape on this new food venture, and are excited to see the Mt. Joy village expand, bridge ecosystems, and show the industry that good food that’s good for the planet is also good business. Best of all, this collaboration aligns perfectly with the values of Studio Analogous, where our focus is on design for impact.
We are impressed and inspired by the team’s level of commitment to impact, and we can’t wait to see Mt. Joy grow and change the world.
RESULTS
The food truck opened in September to an enthusiastic reception from the Capitol Hill community in Seattle
The first brick-and-mortar location opened in the fall, bringing the full digital ecosystem — kiosks, menus, app integration, and in-restaurant experience — to life at scale
A seamless brand experience across website, app, kiosks, and digital displays — all speaking the same visual and tonal language
A digital platform ready to scale alongside the Mt. Joy village as new locations, partnerships, and community initiatives expand
This collaboration aligns with everything Studio Analogous believes in: that design for impact is not a constraint — it's a competitive advantage. We are inspired by Mt. Joy's commitment to proving that good food that's good for the planet is also good business. We can't wait to see the village grow. Listen to our conversation with Robbie Cape, Co-Founder and CEO of Mt. Joy, on the Project Inclusion Podcast to hear how he's building a food movement from the ground up.
