Brief
I was asked to help diet delivery service from Hull, UK to redesign their website and create a new brand identity.
Fit ‘n’ Tasty is a family business that offers a unique service for healthy and fresh meals and diet plans. Their service is focused to provide healthy, organic food to help people lose weight.
The owners approached me in 2018 to help them with their company’s rebranding in order to find more customers and make their brand recognisable within the local community.
I wanted to create completely fresh and modern looking corporate identity and a new the website that will comply with my client’s needs in terms of functionalities and ordering process. The biggest challenge was to make the customer’s journey super easy and user-friendly.
Website
The idea behind every small business is to build a website that encourage customers to spread a word about the company. The website needs to be like a front door.
Fit ‘n’ Tasty approached me in summer 2018 to help them with rebranding and building a fresh website that will present a new offer and allows customers order a diet online.
I decided that in food industry a great UI of the website needs to go along with a simple UX. We all know how people eat with their eyes before their stomachs. That’s why I decided to pay attention to the visual representation of the food – beautiful imagery along with nice vibrant colours draw attention and bring positive emotions related to healthy, organic food.
The challenge I faced was: how to explain customers the benefits of diet service and encourage them to order a diet online in form of subscription. The answer was – make it as easy as 1,2,3…
While almost every website benefits from clear CTA, in food service this is fundamental for making ordering process as easy as possible. That’s why I decided to create a user-friendly order form.
Branding
Integral part of designing process was creating for Fit ‘n’ Tasty a strong brand identity.
Fit ‘n’ Tasty needed a proper rebranding, in order to gain more customers and make their brand recognisable within the local community in Hull. I decided to use a symbol of a barbell with a fork and knife incorporated into its shape what gives a clear idea of Fit ‘n’ Tasty services – a clean food. It sends a message to the customers “We will help you to get healthy and fit through better eating habits”.
A use of clean colours – white and green – brings an idea of eco-friendly, organic and healthy. In my opinion is the most appropriate for the food business like Fit ‘n’ Tasty.
Consistency
The next step of creating brand identity was designing business cards, leaflets, merchandise and marketing collateral. Logo, website and marketing material had to be consistent across each other so that customers can identify the brand easily.
All together looks fresh and modern what was my aim to help Fit ‘n’ Tasty with their new brand and reflects all the passions my clients give to their business.
