The logo uses minimalist design principles. This suggests lean and fit.

The main text is specially created for the logo so that it works together. The angle gives the design energy.

The slogan uses a standard font.

The 75 is the main feature around which the other parts work to tell the whole picture of your business

- The design is contained in a box with only 75% of the border - the food you supply
- the bottom open border represents the 25% exercise by the customer
- "In A Box" is contained within the 75 with "BOX" being the most contained to emphasise that idea.
- the black is used as the container with the orange and green for the fresh food that you supply.
- the white text is a finer line so that the 75 is the dominant part.
- The slogan is included within the design using the green.