Improving and extending the healthy food experience to a larger community
Brand Identity Design
01. Brief
Project Details
My Role
Team
Client
Duration
Tools
Visual Designer | Baht Design Studio.
Myself, Fatma Karslıoğlu, Şener Soysal
Healthyish Republic
November 2021 - March 2022
Adobe Illustrator, Adobe Indesign, Wix
Overview
What is Healthyish Republic?
Healthyish Republic is a lifestyle-inspired restaurant located in San Francisco. The Republic allows customers to maintain their dietary lifestyle with different menu options such as Keto, Gluten Free, Vegan, Paleo, and Mediterranean. They focus on providing the tastiest means with occasional treats, but without wrecking anybody’s diet, using the highest quality, and natural ingredients.
Problem
Healthyish Republic is on a mission to create a welcoming space for individuals with specific dietary needs, who may face challenges finding suitable dining options outside of their own kitchens, by offering a diverse and delicious menu that accommodates a range of dietary restrictions, so that everyone can enjoy the experience of dining out and socializing without compromising their health and well-being.
Solution
At Healthyish Republic, they believe that healthy eating should be both enjoyable and accessible, which is why they challenge common stereotypes by offering a diverse menu of flavorful options that cater to a variety of dietary needs and preferences, so that everyone can indulge in their favorite foods, from burgers to salads, without compromising their health.
What did we do?
We dreamed of a healthy and welcoming republic, where everyone who is trying to maintain a special dietary lifestyle is a citizen of this Healtyish Republic. That is the reason why we created a branding identity with a colorful, open-minded, and straightforward message. The signature letter H of Healthyish represents naturalness and has distinct colors for different menu options. The passion for green that Healtyish has, is reflected in the eco-friendly packaging and menu designs. We’ve also built an Instagram feed and a static website from scratch using Wix.
02. Research
Visual Analysis
The Creative Brief
Healtyish Republic requires a new logo and supporting identity system for their launch of their new restaurant. An icon version of the logo must be considered for use in various social media properties and symbols should be used to distinguish between different menu options. The logo should be simple, chic, and memorable. The primary audience is health-obsessed young professionals in San Francisco who are willing to invest in high-quality ingredients for their health and weight. All brand communication should feel: welcoming, vibrant, clean, and fun like San Francisco.
Overview
Visual Research
Before I started with my creative process, I studied the competitive landscape and audience. The competitive landscape review helps me prevent the presentation of a design that may be similar to a competitor, or other company or products. It also gives me a view of the visual language that is being used in a similar space, allowing me to understand how people perceive logos for healthy restaurants and products. This way, I can use the power of empathy to participate in how the target audience will respond to certain forms and colors that I’ll use within the logo design.
My approach to logo development is to spend time on a concept first, and then execution. I started off by doing the visual research by browsing through Behance and Pinterest keeping in mind the physical and digital space the logo will occupy. I also focused on the usage of the letter H in icons and logos. This way, I analyze which logo techniques work for health-related projects and which ones are being overused.
03. Visual Concept
Divergent Thinking
Design Trends
Design trends are meant to be a starting point for inspiration and it sparks my creative process.
Takeaways
• The color green evokes a positive sense of happiness. Depending on the shade, green can represent health and sustainability.
• Adding natural elements to a logo creates a more down-to-earth, natural feeling.
• Green is a popular logo color among food brands, especially those that want to market their products as healthy, sustainable, and fresh. (ex. Whole Foods)
Overview
Sketching
After seeing the similarities in design trends, I started sketching keeping in mind that natural elements can look simple yet chic. The look and the feel is supported by the two-tone color palette that really highlights the brand's logo.
04. Development
Convergent Thinking
Design System
Once we felt we were in agreement with the visual feel, we decided on a design system to ensure consistency across all screens and print assets and ease the development process.
I created a color palette for all the sub-menus and choose the Healtyish typeface. I also created patterns using the icon to be used across screens and other mediums. After finalizing the brand guide, I even designed a special font using the Healthyish icon.
Overview
Brand Identity Guide Assets
• Logo/Icon ratios and borders
• Color palette
• Typography
• Design elements (patterns, shapes)
• Packaging and menu design
• Social media icons and symbols
• Corporate identity materials
Creative Social Media
Instagram Feed Design
After the launch, Healthyish Republic wanted to have a social media account to reach out to more customers and be visible. People want to feel connected not just to the brand and their food, but to the atmosphere of the experience too! We thought that Instagram is the best place to share posts mainly because it's visually appealing.
I've designed Instagram templates for the company and I've been designing their monthly Instagram feed since May 2021. With an approximate amount of 18-21 post a month, I designed a total of 265 social media posts within the last 10 months, resulting in a 70% increase in views and engagement.
Overview
Instagram Feed Essentials
• Holidays and National Days
• FAQ posts for different menus
• Lifestyle and food photography
• Promotions
• Customer Review Posts
• Motivational quotes
@healthyishrepublic
Project Learnings
• Successfully crafting a brand's story across multiple mediums requires careful tailoring of the message to the intended audience. Through this projects, I have learned how to effectively communicate a brand's message through various channels and mediums.
• By collaborating with others and receiving feedback from team members and stakeholders at different levels, I have been able to hone my skills and leverage my strengths to achieve better design outcomes. I have learned how to maximize my superpowers by working in teams and seeking constructive feedback.
• I have developed a versatile skillset that allows me to contribute to different phases of the brand identity design lifecycle. From ideation to execution, I am comfortable jumping in wherever support is needed and capable of delivering quality design work that meets the project's objectives.
Thanks for stopping by and taking a look at my work - I hope you enjoyed it!