A brighter, fresher and more colourful reimagining of a meal delivery service
Type
Concept project
Deliverable
Brand identity, illustration library, packaging merch, app UI
Tools
Illustrator, Photoshop, Figma
Overview
The Challenge
Fresh Prep is a Canadian meal kit company built around a zero-waste model. This concept reimagines the brand to lead with freshness and bring a little joy to your doorstep. It covers a new logo and icon, a produce-inspired palette, an illustration library, and a set of reusable products to go with it.
Meal kits can start to feel disposable: a box shows up, you cook, you recycle the box. For a zero-waste brand, that’s the opposite of the message. The brand needed a memorable logo and icon to anchor the system, plus a flexible illustration library that could work across digital, packaging and product, and feel like something worth keeping.
The Identity
A cheerful radish anchors the brand, chosen because it’s a root-to-leaf vegetable where nothing goes to waste: the perfect symbol for a zero-waste meal kit. Tucked between “fresh” and “prep,” it links the two words and gives the logo a playful focal point, while the radish icon and “fp” monogram carry the brand into smaller spaces, from app icons to business cards.
Logo Suite
Colour Palette
In The Wild
Fresh Prep doesn't have to be a brand that only lives on a screen. It can be the tote you grab on the way out the door, the recipe card propped against the backsplash, and the delivery bag that gets reused so many times it becomes part of the furniture.
My other bag is also reusable. A canvas tote covered in the produce illustrations, made to replace a lot of plastic.
Good food. Nothing wasted. An insulated delivery bag built to come back again and again.
A linen apron with the horizontal wordmark, for the part of the meal kit that’s actually up to you.
The Recipe Cards
Every meal comes with a recipe card that’s easy to follow mid-chop, with the total time, servings and difficulty up top, a clear ingredient list, and six photo steps from prep to plate. Small produce illustrations tie each card back to the brand.
The App
The app gives every meal a digital home. Browse the week’s menu, cook along step by step from your phone, and save your favourites, using a lot less paper along the way. The produce illustrations and palette carry over, so it feels like the same brand from the box to the screen.
