perfect fit meals

For a start-up company that caters to individuals with an active and healthy lifestyle, a simple yet effective illustration was created that utilizes an artichoke to finish the “i” in fit. The company prepares accessible and balanced meals that provide individuals with the perfect balance of nutrients for those “on the go”.

The two versions of the logo presented above were accepted and finalized, in a vertical and horizontal two-color format.

This version was presented prior to adjusting the color shown in the finals, as an alternative. I like the contrast of the sans serif with italics.

In addition to the brand identity, a website template was designed that provided opportunities for the client to promote new menu items and nutritional advice. The site also allows for registered users to purchase meal plans directly through the site and contribute to the community by providing feedback and testimonials.

One of the original concepts was to create a design that references the label or sticker often found on fresh fruit and vegetables. The idea was that caloric information or other brand and marketing messages would be layered in smaller, multi-colored circles adjacent to the primary logo (in black). This labeling system would be color coded, depending on what type of information it contained.

Another idea that was presented was to convey this idea of a measuring tape which, drawn in a continuous line, formed the word "fit". I personally felt like it was a good idea and that with some minor adjustments and refinements to the illustration, would have been perfect. Some initial applications and branding ideas were also presented showing the notion of fresh, health foods with the logo superimposed.