CPG Brand Strategy + Brand creation + Visual Identity + Food Photography
+ Package Design + Brand Narrative + Site Design + App Design
The idea of creating healthy and tasty meals and making it easier for busy working people and the fitness industry came from a renowned chef in Ormond Beach and Key West and a famous gym franchise owner, Gold's Gym. By partnering with local farmers to raise the highest-quality ingredients, Fit & Fresh creates a distribution system that delivers a healthy meal at a better value and invests in the things that matter most—our environment and our communities.
Fit and Fresh is a user-friendly app that allows users to deliver home food subscriptions for breakfast, lunch, and dinner time, to their homes in certain areas with flexible delivery times to accommodate customers' schedules. Fresh, seasonal food helps you follow your healthy lifestyle by giving suggestions when planning your meals.
Brand Creation + Visual Identity
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Leading the design is a brand strategy that balances playfulness appropriate for the category with messaging and cues that appeal to a premium audience. The visual identity balances modern typography and a minimalist palette with bold food photography and expressive illustration—it’s clean eating, with flavor and fun.
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App + Website
I conducted user research to understand the target users and gather feedback from current customers to identify areas for improvement in the existing system delivery. My goal is to understand every critical part of meal prep, with the objective of increasing conversion, promoting user satisfaction, and creating brand loyalty. They also offer a rewards program, allowing members to enjoy special discounts.
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Business Goals: Provide users with usability to attract more users, promote user satisfaction, and encourage online shopping and its benefits.
User Goals: Fast-paced food delivery, nutritional and tasty home food, meals on a schedule, on a budget.
Project Goals: Understand every critical aspect of meal prep, increase conversion rates, and foster brand loyalty.
Packaging
The packaging is designed with a sleek aesthetic and vibrant food photography to not only capture your attention but also serve a purpose. While many brands stick to the standard colors of orange and red to trigger hunger, we chose a refreshing light blue and white palette. This unique choice conveys trust and highlights the natural, organic ingredients we’re proud to offer. The hint of green adds a pop of freshness, creating an inviting atmosphere that makes Fit & Fresh the perfect choice for your kitchen. Furthermore, our packaging is completely recyclable, BPA-free, and designed to withstand microwave use without compromising its integrity. We also provide an easy-to-follow guide for recycling and reusing our materials, ensuring that sustainability is a part of your experience. Additionally, our delivery fleet operates on electric vehicles, which significantly reduces our carbon footprint, making our service not only convenient but also environmentally friendly. Make the switch to Fit & Fresh and enjoy a healthier lifestyle with peace of mind!
