• 3AND creates a clean, minimal identity for Bonearth Food Market built around a hand drawn swirling motif that visualizes circular food systems..
• Simple typography and subtle color coded lids turn a complex concept into something intuitive, playful, and visually distinctive.

Vegetable ice cream doesn’t sound amazing or even elegant. But Bonearth Food Market is a vegetable ice cream brand based in Japan, and design agency 3AND centered the identity around a hand-drawn swirling motif that visualizes the cycle from tableware to soil to food and back again. The typography is minimal and airy, allowing the graphic system to lead with clarity, turning vegetable ice cream into the exact descriptors never thought possible: elegant and amazing. 

BONEARTH FOOD MARKET is a vegetable ice cream brand developed by NIKKO, a ceramic manufacturer based in Ishikawa, Japan. As a producer of bone china containing cattle bone ash, NIKKO holds a unique circular potential: broken ceramics can be crushed, returned to the soil, and reused as fertilizer. This project began with the ambition to make that invisible material cycle visible through a unified brand experience.

The challenge was to express the connection between ceramics, soil, agriculture, and food not through technical explanation, but as a living system that families can intuitively understand.

In response, a hand-drawn swirling motif symbolizing circulation was placed at the core of the identity, visualizing the journey from bone (tableware) to earth (soil), from earth to vegetables, and back to the table. The motif extends across packaging and multiple touchpoints, functioning as an integrated visual system that embodies circularity throughout the brand.

At the top of the package, a hand-drawn brand logo and abstract patterns inspired by the ingredients are placed within a round, lens-like form. In this way, the concept of circulation is translated into a playful and tangible experience that children can easily relate to.