Goal

Design a brand identity and develop the UX of an app that increases awareness of food expiration and ultimately reduces household food waste.

Background

Food waste is a huge problem in the United States every year–a 133 billion pound problem, to be exact. The average household throws away about $2,000 worth of food annually, which adds up to about 74 billion pounds or $165 billion dollars wasted. In simpler terms, this equates to about one quarter to one third of all household food getting thrown out.

The average American wastes a significant amount of food in the home. This means wasted money and gained frustration, but it also means wasted resources (the fuel it takes to transport food) and downstream environmental ramifications (methane production from landfills).

John Oliver has great bit if you want a more investigative (and entertaining) take on the issue.

Branding

I joined Foodfully in the early beginnings of their journey.

To effectively communicate the essence of the app to both investors and users, it was clear Foodfully needed a rebrand.

Food is such a basic necessity, yet humans have such a dynamic relationship with it—there are so many ways the brand could have gone, so to hone in on what story we wanted to tell, we brainstormed like any small startup would do. After running internal ideation sessions, we decided upon both a logotype and logogram. Sam, one of our part-time junior designers developed the logotype, and I developed the logogram/app icon.

(Left) Original logo designed by Jack Leng; (Center) logotype designed in collaboration with Samantha Spargo; (Right) final logogram/app icon by me.

The logogram balanced multiple facets of Foodfully as a brand: freshness (radish), the app's main notification feature (exclamation point), and the dichotomy of the app's Fridge and Stove functionality (split tone visual style).

(Left) Early sketches of the app icon; (Right) Final logogram.

A pattern was also developed as a basis for marketing materials and to provide a literal and figurative background for the Foodfully brand.

Other Work

Designing for a startup means designing much more than just the product itself: websites, pitch decks, business cards, videos, posters, and more.

Video

Motion design done by in After Effects. Original video shot by Sam Newton Media, starring one of Foodfully's charismatic former employees.

Website

Miscellaneous

Below are some examples of the various Foodfully business cards, posters, pitchdecks, banners, infographics, social media content, etc.