Create a brand's visual personality and style, then apply it over three touchpoints the company would feature.
Competitive Analysis, Branding, Wireframes, Screen & Packaging Prototypes.
Adobe CC, Keynote.
Individual - 5 Weeks / Fall 2016
We often want to cook something healthy, only to open our refrigerators and find nothing is there. Making time to buy ingredients can be a struggle in our busy lives, but it shouldn't be what stops us from cooking and eating wholesome meals.
Bella Farm is a farm collective that specializes in delivering sustainable, farm fresh ingredients right to your door, helping you cut the groceries lines but not the nutrients.
We often want to cook something healthy, only to open our refrigerators and find nothing is there. Making time to buy ingredients can be a struggle in our busy lives, but it shouldn't be what stops us from cooking and eating wholesome meals.
Bella Farm is a farm collective that specializes in delivering sustainable, farm fresh ingredients right to your door, helping you cut the groceries lines but not the nutrients.
Create a brand's visual personality and style, then apply it over three touchpoints the company would feature.
Competitive Analysis, Branding, Wireframes, Screen & Packaging Prototypes.
Adobe CC, Keynote.
Individual - 5 Weeks / Fall 2016
To start, I analyzed our competitors: Blue Apron, Farm Fresh to You, and GreenHearts - fellow brands that also provided sustainable food and produce boxes. Through the competitive audits, I found that the brands used heavy, earthy colors, and had more of a rustic and homey feel. They tended to stick more to the traditional side of things.
None of the brands had the fresh, airy feeling I felt when I thought of sustainable produce. I placed Bella Farm in relation as a brand that was refreshing and modern, targeting working customers who wanted a way to get healthy and natural ingredients, but did not have the time to go out and shop.
Based off of my brand personality, I explored moods I wanted Bella Farm to have. I decided to go with a refreshing, friendly, and vibrant mood to really bring out the freshness of the produce, and let the consumers feel invigorated.
With the personality and mood in mind, I explored a variety of fonts, colors, and styles ranging from more lively and graphic to calmer and clean. The direction I went with was a limited color palette and simple UI so the produce featured could bring pops of color to the interface and really be the star of the show.
To create the logo, I went through a design sprint in which I sketched out over 100 different logo directions. Ultimately, I chose to go with the fork in the carrot to capture the two most important aspects of Bella Farm – produce and eating.
Lastly, I created a mockup of the packaging the produce would arrive in. Initially, I struggled with finding an appropriate design, as the style of the web and mobile touchpoints were very image heavy. I had tried adding images on the exterior of the packaging, but it became very cluttered. Instead, I chose to turn the logo into a pattern.
