CookBrite

What we did

Brand narrative
Brand character
Brand architecture
Logo refinement
Identity system
Color, typography
Photography style
Iconography
Mobile app screens
Chiclet
Digital & print advertising
Social media
Product examples
Brand guidelines

Overview

CookBrite is a meal-planning app with a combined shopping list, recipe book and recommendation engine that makes suggestions based on ingredients you already have in your home.

Solution

We strove to design a brand that reflected the power of a home cooked meal to bring people together. Photography is a key component to the overall look and feel. When combined with color and type it allows the brand to tell a clear and compelling story. The photography is food-focused, aspirational yet attainable, natural in the setting and features human elements. We specified styles for UI background textures, hero brand photography and meal photography. The color is inspired by the natural world and the food found in kitchens and gardens. Typography and its usage nods to the layouts of traditional cookbooks.

CookBrite came with a logo that they wanted to continue to use. We made refinements that included making a consistent line weight in the symbol and increasing the font size for better legibility at small use cases. The “C” and “B” were intentionally capitalized so that future sub-brands and products would have a recognizable tie to the parent brand.

*I designed this project as part of the Moving Brands team.