Branding: GoGo Bites
This is one of the four big Brand projects I made for Portfolio Class during Spring 2024 semester (from February to May 2024). I had to come up with 5 culminating Brand projects in order to finish my Portfolio and pass the class.
This is project is named GoGo Bites, a food/grocery delivery service inspired by HelloFresh and BlueApron. This fictional company caters to Gen Z, who are just starting to become independent and thus might not know how to cook or how to properly shop for groceries. Since this demography is not characterized my making a lot of money (in any case it is the contrary), GoGo Bites includes an affordable plan in order to be accessible to the target audience. It also includes food plans such as Vegan, Vegetarian, Keto, Paleo, Protein Friendly, Low Calorie, and Sensory Sensitivity Friendly, in order to include people with different lifestyles, preferences and needs.
Down below I have the final product designs I came up with, and some branding exercises.
This is the logo for GoGo Bites. This logo consists of a fried egg on a plate, and a food pattern background. The name of the brand is in the egg yolk. I used the colors of the brand (teal, red and yellow), and used the font Futura to make the name of the brand clean and easy to read. To make the name stand out even more, I added some drop shadow.
This is the Shipping Box in which the food would be delivered. It has the main logo of GoGo Bites in the 4 sides (excluding the top and bottom lids). On the top, I added some text "INGREDIENTS" indicating that the box contains the ingredients ordered. The bottom also has text, but it says "UPSIDE DOWN" so the consumers know they are holding the box wrong. The colors used were the primary brand colors: red, teal and yellow. These colors were chosen to show a playful and eye catching personality of the brand, which is what I consider Gen Z is going to be more receptive of. The typography is using the secondary palette of the brand, which includes white; this color contrasts well my the red and teal colors used. The font that I picked for the brand is Futura; this font gives a clean and easy to read style that is going to be accessible for the target audience and contrasts well with the colorful and busy design of the box.
This is a Recipe Card that would be included with the ingredients. This recipe (and the pictures used) belongs to HelloFresh, so I just redesigned the card in GoGo Bites' style. For the layout, I went for high contrast blocky sections for both the front and the back. The front has 3 sections; a big section with the image of the dish, a rectangular section with a modified version of GoGo Bites' logo, and the name of the dish, and another rectangular section of the left side that tells us more about the dish, and includes how long it would take to make it, calories, difficulty, type of food, and allergens.
The backside has the same layout with some differences in text. The top section now says "INGREDIENTS", the left section lists the utensils and ingredients, and the big section in
includes the step by step process on how to make the dish.
The difficulty from this mini-project came from to things: Adapting the recipe from HelloFresh's design to mine and trying to make the layout original, and from trying to use only the primary and secondary brand colors and choose right the color combinations in order to keep the brand aesthetic as intact as possible and to keep the a good contrast that would make the recipe easy to read.
Gift Card
This is the paper bag that would go inside the shipping box in order to separate the groceries. It is just the logo. It is very simple, but effective.
