Foodiful refresh

Client /

Skills /

Art direction, Design, Illustration

The recipe website needed a new look to match its new logo. The structure and components of the site needed to stay the same, so the devil was in the details…and there were many little details in need of change.

A rehaul of the colour system, font families, iconography, use of whitespace and removing excess information gave the visual identity a pep in its step that helped elevate it to match the cheery, fresh and friendly voice the brand had become known for.

Social media is a huge part of the product’s strategy, so creating a strong visual brand identity was very important. The social content needed to be easily recognisable amongst a crowded feed, but also easy for a non-designer to create quickly. A design system and templates were created for all social media content: video recipes, memes, tips, etc..