Branding for Meal Planning Site

For this branding project, I was tasked with creating a minimal and modern logo, favicon, and a comprehensive style tile for the developer. To arrive at the final design, I went through a few interesting iterations, exploring different concepts based on leaves, fruits, and vegetables. Considering the website's focus on food, we envisioned a fresh and inviting aesthetic, which naturally led us to select green as a primary color within the overall color scheme.

For the logo and favicon, the client's brief presented an interesting challenge: they desired a design that was both immediately recognizable and subtly intelligent in its representation of the brand. We aimed for a solution that would be both straightforward and have a layer of thoughtful meaning. Ultimately, we landed on the letter 'F' cleverly constructed from stylized leaves. This design directly references the brand's name “Fresh Batch” while also subtly hinting at natural, fresh ingredients – a key aspect of their identity. The simplicity of the leaf-based 'F' translated beautifully into the smaller scale of the favicon, ensuring brand consistency across all platforms.

This project was a truly enjoyable departure from my typical brand identity work, which often leans towards a more traditionally 'elegant' aesthetic. It was exciting to embrace a more minimal and contemporary approach for this brand. This shift allowed me to explore new design territories, focusing on clean lines, negative space, and a modern sensibility. I'm genuinely thrilled to see how this fresh and modern brand identity resonates and evolves as the brand grows!