Forestables Case Study
Branding Concept
For my senior thesis project, my goal was to create a business with a unique take on an industry to make a unique brand identity while utilizing a combination of strategic and visual communication skills. This home-delivered recipe brand illustrates to their audience how they stand out from their competitors as they also do in their industry while giving an urban-decorative pop feel.
With competitive analysis, I determined that there was a lack of flexibility, use of natural forest ingredients in the recipe delivery industry and a young adult to adult audience with a growing interest in unprocessed food and longing for nature outside of their 9-5 jobs. My process was to develop the brand idea and audience first then to create the visual elements to match.
Design Research
While most competitors have just a word mark in their branding with a bright color that may resemble an ingredient they use along with food photography, Forestables elevates that concept by using a more saturated color that seems unnatural unless you're aware of the pink oyster mushroom. The decorative ingredient illustrations are utilized for iconography, merchandise and creating a patterned texture for digital uses such as the landing page and advertising backgrounds.
Recipes Reimagined
Instead of receiving multiple ingredients and recipes in a delivery, this brand delivers one ingredient with many types of recipes to give the consumer flexible freedom while preventing food waste.
Branding Deliverables
Box Design, Banner, Poster, Recipe Cards, Thank you cards, Website, Merchandise, Brand Identity
Appreciation Card
Informational Card
Informational Poster
Merchandise
Recipe Card
From my research I saw that typically with home-delivered recipe meal plans, the brand would send a large page with only one recipe per meal listing all directions, ingredients and pictures. I interpretted that as a waste of space and materials since it would be more efficient and less wasteful as a condensed layout. If someone wanted to create a recipe book with these they could punch holes on top and put it into a three ring binder since they are laminated 8.5 x 11 sheets of paper.