Crafting a captivating digital presence and visual identity anew for a nourishing meal kit start-up
Good Food Mood (GFM) serves up wholesome and well-balanced meal kits, with an easy-to-use app that allows customers in Lithuania to order individual meals or create a personalized weekly diet plan, delivered straight to their home or office. The eco-friendly packaging is an added bonus, setting Good Food Mood apart from its competitors.
GFM's faced a challenge to establish a strong brand identity that would differentiate it from its competitors and communicate its values of health, quality, and sustainability. Our mission here was to create a brand identity that would resonate with the target audience and convey the company's values in a clear and consistent manner.
Logo Design
We started by creating a logo that incorporates the image of avocados, a key ingredient in Good Food Mood's meals. We used a fortunate placement of letters “OO” in words Good Food and replaced them with stylized avocado drawings. This made the lettermark compact and playful. A cheerful, adventurous, smiling mascot is there to deliver the message of delicious, quality and energizing food. A tasty food gives you good mood.
Visual Identity & Brand Book
Branded colors of Good Food Mood were inspired by avocado fruit. An extremely vibrant yellow-green reflects youth, fun, happiness. Meanwhile, dark green symbolizes confidence and trust, which are the core features and values of the Good Food Mood brand. Black complements the visual identity with solidity, and light gray with neutrality, minimalism and cleanliness.
To ensure consistency across all communication materials, the agency created a brand style guide that specifies the use of fonts, colors, and overall visual style. The guide ensures that the logo is applied consistently, and that the visual identity elements are harmonious across all mediums.
Print Design & Digital Assets
The agency also worked on creating print and content designs, such as business cards, invoices, flyers, labels, packaging, and email templates, using the brand pattern as a key element. The designs feature minimalist typography and dynamic layouts to create a vibrant and fresh look.
Website
Speaking of the website, we wanted to convey the energetic, uplifting and friendly side of the brand. We achieved that by using soft, rounded, wavy shapes, brand pattern elements and carefully-crafted illustrations. The main two objectives of the site is: to let users learn more about the company and its offerings, and to present the Good Food Mood APP. Main Call-to-Action here is encouraging users to download and try the APP themselves.
App UI/UX Design
We worked on user interface (UI) and user experience (UX) for the Good Food Mood app. The app lets users order meals online and create their own individual diet plans using a Calorie Calculator. The agency designed the tool to be visually pleasing and user-friendly, with a clear and straightforward, clean and uncluttered design with a splash of energy and dynamics.
