This branding identity is for Let Us Eat, a concept grocery store that aims to fight the world’s packaging waste issue. To combat this issue, the food comes with no or very little packaging. Let Us Eat provides reusable bags, various jars, and other packaging to continuously use when visiting the store. Considering the past, the store strives to bring back the basics of consuming food with a modern twist. The brand’s strategy is to bring a new and forward thinking about food consumption. This is achieved by having consumers see food differently than they usually would. The advertisements use surreal-like food photography to push the idea of viewing food differently.