The initiative was to create a simple and cohesive visual identity system for Amazon Fresh Prepared Foods that spanned across all Amazon Go hand-made food offerings and incorporating hard technological requirements in machine learning, computer vision, and AI. The solution is a modular black & white labeling system that lets delicious, fresh-prepared, food be the hero while the text worked for tech. A custom hand-drawn font adds character and personality, enforcing what customers see through unique typographic lockups that also served as codes.