Overview

True Food Kitchen (TFK) is a restaurant rooted in nutritional science that ensures its menu works to increase the longevity of people and the planet. Bullish was introduced to TFK through HumanCo, one of our investments. In 2022, we participated in a SPV for the business and created a carve out for our own investors. Since investing, Bullish's Agency has been on call to help TFK with research, strategy, design and advertising.

Eat Fearlessly (Winter 2025)

TFK isn't only for the health-conscious, it's for anyone who loves delicious food. Our most recent work for the brand, a 360° ad campaign called "Eat Fearlessly," drives this message home.

We conducted strategy and consumer research to understand who TFK's customers really are and present them visually in the campaign alongside the restaurant's exciting menu items.

The result was an ad campaign that would help change the perception of the brand by infusing more bite and attitude. With the online videos and static images we developed, we looked to continue evolving the brand in consumers' eyes and marry TFK's bold flavors with the brand's perception.

We worked with TFK to create the craveworthy sub-brand True Crisp'd for test markets. We developed the name, wordmark and visual identity system that would entice customers to try it for themselves.