Proper Food

Client Howard Bloom grew accustomed to a culture of healthy, fresh, and convenient fast food while living in London—something he found notably lacking in San Francisco’s Financial District. Proper Food was conceived to fill that gap. Studio KDA designed the original 1st Street store in 2014 (and the next 5 locations) establishing the brand and store identity that continues until this day nationally.

Studio KDA collaborated closely with Rubber Design to integrate bold brand graphics with the architecture and interior finishes. Real leather belts suspend the custom signage, and custom calendar graphics let customers know that each meal is made fresh that day. Each small-footprint location offers abundant vegan, gluten-free, and detox-friendly options, paired with efficient pre-packaging for quick, in-and-out service tailored to busy urban professionals.