The client —
FitFood is a new food delivery proposal for those seeking to eat healthy, but without missing the delight. It is a close-knit synergy between nutritionist and chefs. Keeping their finger on the pulse of the ongoing trend for a healthier lifestyle as well as the growing need of consumers for quality food, the client identified a gap in the online food delivery market: there was no shop around delivering exclusively healthy dishes. And the shops that had healthy choices in their menus, usually lacked the taste.
The idea was to transform the typical health food into a tasty culinary experience. A menu of delicious dishes was created by renowned chefs in cooperation with nutrition experts. The brand's message suggested that going on a diet or starting to be more careful about your figure shouldn't punish you in terms of your taste expectations. The target group was consumers in urban areas aged between 25 and 45, such as office workers, athletes, students, etc., who tend to experiment with new food alternatives. FitFood would operate as an online delivery franchise.
The creative concept —
The client gave us the name and we delivered the brand concept and brand identity of the business. Our idea was for FitFood to introduce the apple a day concept and make it easily available at home or in the office. We borrowed the common “An apple a day keeps the doctor away” proverb, but gave it a twist: with every FitFood order, the customer would also receive an apple as a gift. We designed a cozy, friendly and playful look and feel, which fit the specific consumer profile. The logo is a blend of two symbols: a heart reflecting the idea of health and wellbeing and an apple as the ultimate health snack. We designed tailor-made typography for the brand and illustrations for miscellaneous applications.
