PG Proper Good was created to challenge what healthy fast food looks, feels and tastes like. Built around Professor Green’s personality and a ‘healthy, but not healthy’ attitude, the idea brings together proper food, bold flavour and a playful sense of rebellion, creating a fast food brand that feels fresh, accessible and culturally relevant to today’s generation.

We created a bold, irreverent identity built to stand out in a crowded fast food landscape. Punchy typography, vivid colour, pixel-inspired graphics and playful language come together across packaging, menus, digital and physical touchpoints. The result is a flexible brand world with personality at every turn, designed to grow from launch concept into a recognisable, scalable food brand.