Lunchbox
Branding + strategy redesign
Course
Branding + Identity
Medium
Digital ads + assets
Duration
1 month (Fall 2017)
Tools
InDesign
Illustrator
Nikon DSLR
Overview
As part of a course at Northeastern I was tasked to work with this client through a local startup investment group to help them develop their identity and produce options for potential social media or print campaigns. The application itself takes aim to help people manage their food lives, including shopping, recipes and built in money saving food tracking tips.
With an expected initial launch date a month from my first brief, Lunchbox was looking to find their voice, and more importantly connect with an audience. Prior to this its developers had taken on the task of developing a logo and identity for its initial development pitches, but now they were ready for a more targeted approach.
Re-examining motives
Often times our motivation for utilizing food apps it to help create the perfect meal or to become a better cook, with lunchbox the primary mission is anything but. Rather than enhance cooking skills, lunchbox aims to get its users to think more about their total food experience, from shopping to saving and eating.
The logo and identity is derived from the notion that most people are losing out on this and that it is time to recliam control of this experience through use of the app.
Concept Ad 1
Make every bowl count.
To convey the idea and relationship that saving your food is equal to saving your money, I shot this ad to get people to think more about the cost of something as simple as a bowl of cereal.
Concept Ad 2
All the tools you need.
Much like the tools you use to cook, the next most important thing people use everyday is their phone. To get people to understand that planning, saving and eating well can be as easy as using your phone, I connected this ad with the familar tools of eating.
