Fruitful
Cooking Brand Identity
A cooking brand identity for a recipe app – inspired by the handwritten recipe card, warm paper tones, bold black line work and a system built to make home cooking feel personal
Type of Client
Digital
Type of Work
Brand Identity Digital Design
The Brief
Fruitful set out to make home cooking simpler, smarter and more creative – a place to create recipes, build shopping lists and share favourite dishes with friends and family. They needed a cooking brand identity with real warmth and character, one that felt as personal as a family recipe passed from kitchen to kitchen.
The Work
A cooking brand identity inspired by classic recipe cards
We drew on the most personal object in any kitchen: the handwritten recipe card. The brand mark pairs a chef’s hat with a recipe card, and a confident, rounded logotype gives Fruitful a friendly, unmistakable presence.
A black and white brand identity with warmth
Warm paper tones and bold black line work give the brand a tactile, handmade feel – a deliberate step away from the glossy photography and clichés that fill the cooking app and digital media brand category. Handwritten notes and hand-drawn circles bring a human, kitchen-table touch. The neutral approach to the brand design system ensures easy reading and interaction when collating and studying recipes.
A stacking card system
Recipes, ingredients and shopping lists all sit within a flexible system of stacking cards, inspired by a well-loved recipe box. Giving Fruitful a distinctive visual language that works everywhere the brand appears.
The Outcome
We initially worked with Fruitful on their cooking brand identity, and then were asked to work with their app agency to inform and deliver on their app and UI design. Fruitful launched with a recipe brand identity that feels warm, personal and unmistakably its own. The brand system gave the team a clear foundation to build from, helping them hit their development deadlines and launch on time.
Melodie, Founder, Fruitful App
Greatergood® Brands are a class act. Immediately understood the brief and was able to articulate our vision clearly. They produced a range of very thoughtful, high quality designs, resulting in a great brand and guide for our app. Exactly what we were looking for. Total pleasure to work with!
Daniel, Founder & Creative Director, Greatergood® Brands
It was a pleasure working on the Fruitful brand identity – and the corresponding app design with Melodie and her team.
How We Helped
Cooking Brand Identity
Brand System
Visual Language & Brand Guidelines
Building a cooking, kitchen or food lifestyle brand? We’ve spent 20 years creating brands that people remember – and want to bring home.
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