CLIENT

welldone-Thesis project

  • Packaging Design
  • Logo & Identity Design
  • Motion Design
  • Copywriting

ABOUT

The mission of welldone is to “Gather people together in the kitchen to cook healthy food while learning about food safety and the agriculture industry.”

Welldone is a well-designed interactive cooking experience which aims to establish independence and confidence in the kitchen so that everyone in the home can learn how to safely prepare healthy food.

I designed the identity system of this brand which is presented via a website, package design, recipe card instructions, food safety curriculum, and other supporting marketing materials. The brand depends heavily on the 4-color system which relates to the cooking process that is broken down into age related tasks (as shown in the recipe card). Scroll down for more information!

box 1
box 2
box 3

Color Coded Age-related Tasks

When the user sets up an account, they create a “chef” profile for each person who will be participating in the cooking of the meal kit. The chef profile contains information about the individual’s taste preference, hunger level and age. Age determines what color chef you are, and what type of age-appropriate cooking tasks you will have when cooking the meal.

 

The Grid

The lid of the box will change from user to user depending on the ages of each chef profile that is inputed during the account setup.

 
 

The Grid

Welldone’s website is the backbone of the educational material. There is a farmer feature blog that teaches readers where their food comes from as well as food safety videos that are accessible via the QR codes printed on the box and recipe card. The account set-up is another important feature that determines how the meal-kit is personalized for the user.

Click on the photo to the left to check out the full prototype and see the paths of the prototype in the images below.

 
 

Overview Video

This video acts as an overview to my digital exhibition.

 
 

a well-designed recipe card

The recipe card contains color coded instructions that are age-related tasks.
There are perforated edges so the chefs can hold onto their own recipe card as they cook.

Food Safety & Cooking Tips

These type-based “icons” or square-shaped callouts are located in the recipe card as seen above. These graphics are placed next to QR codes which bring the user to the welldone website where they can watch short-form food safety or cooking tips videos.

 
 

Color-coded ingredient boxes

All of the meal kit ingredients are split up into color-coded boxes for each color of chef so the chef can easily follow along with their recipe card and have the ingredient on hand immediately.

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DATA VISUALIZATION

Data visualization is the graphical representation of information and data. Think infographic, but with better design.

COPYWRITING

If you’re selling a product, explaining a service, or asking someone to join your initiative, chances are, you need really good copywriting. Interesting content is founded in good writing. In order to have good content, you need to be able to say the right things, in the best way possible. Copywriting creates the content used on every piece of communication that your organization creates and shares.

SHOPIFY WEBSITE DESIGN AND BUILD

Shopify is the leading e-commerce website platform. I utilize my understanding of product archive and categorizing on Shopify to design and build successful e-commerce stores.

PRINT DESIGN

From the meticulous creation of compelling annual reports, sales catalogues, and magazines to the thoughtful design of newsletters, I transform your ideas into visually stunning and professionally crafted print materials.

CAMPAIGN CREATIVE (EMAIL, SOCIAL, PRINT)

If you have an established brand and you're looking to build brand awareness and get in front of potential customers, you need strategic campaign creative that can help you achieve your goals. Campaign creative might include email blasts, social media and digital ads, print ads and more.

BRAND + PORTRAIT PHOTOGRAPHY

If your brand needs new photos to tell share your products/services or messages with others, lets schedule a shoot!

EVENT PHOTOGRAPHY

I can plan, shoot, and edit a gallery of photos to capture your next corporate or non-profit event.

ART DIRECTION

As the art director of each freelance project I work on, I manage the visual aspects from start to finish. I can provide an outside perspective of your organization's brand identity, and help shape it to what you need your identity to be through the process of creating and updating your branding/website/marketing materials and more.

LOGO DESIGN + BRANDING

Every great organization needs a great logo. This logo will be used as the foundation of your entire visual identity.

WORDPRESS WEBSITE DEVELOPMENT

Once your site is designed, I can develop the whole thing using wordpress! After launch, I help provide ongoing updates as needed via a website maintenance agreement. I also educate you on how to make updates on your own time as you would like to.

WEBSITE DESIGN

Websites are the headquarters of your online brand presence. Using your established brand, I design a site that perfectly shares your organization’s story. I also work with you to create a site structure and develop the content needed for each page.