Hello there.
For my senior project, I decided to rebrand and curate a health and wellness brand called The Bite. The brand was formerly an online blog focused on sharing healthy recipes and food photography. Now, it became a health and wellness business that focuses on redefining health and becoming a resource for health-conscious individuals seeking both nutritious options and educational insights in their wellness journey.
For this project the objective was to enhance the brand’s identity and market position.
The Problem: Their past brand image no longer resonated with their target audience or reflected its current offerings and values.
The Solution: Updated the visual elements of The Bite’s brand identity, including brand strategy, objectives, logo, color palette, typography, and overall design aesthetic.
I decided to divide this project into three different parts:
Part One: Identify new brand strategy and design a new brand proposal. The first thing I did was developed a cohesive brand strategy that articulated with the new brand’s story, mission, and objectives.
During my initial discussion with the creator, I wanted to understand her vision and goals for her brand. What inspired her transition from a blog to a business? What were her long-term objectives for the brand? How did she envision her brand making an impact in the health and wellness industry? Based on her responses, I was able to design a vision board that capture the essence and desired aesthetic of The Bite’s new brand identity.
I then conducted a SWOT analysis to assess its current position and future prospects in the health and wellness market.
Based on the vision, goals, and SWOT analysis, I formulated a new brand strategy for The Bite that align with its objectives.
PICTURE OF STRATEGY/PROPOSAL
Part Two: The Design & Branding.
This part of the project has been incredibly fulfilling for me, as it allowed me to indulge in my passion for creating and designing. Every element, from composition to color scheme, has been meticulously crafted to resonate deeply with The Bite’s essence. I find joy in discovering the perfect balance, exploring textures, and experimenting with various designs all in pursuit of bringing my creative vision to life. It was quite a journey of exploration and creativity but, I’m thrilled to see how everything turned out and how the visual elements reflect and enhance The Bite’s identity perfectly.
The Logo Design
For The Bite’s logo, I decided to design something playful and unique. Meet Zesty Zephyr, an orange half with animated legs and playful cowboy boots. This whimsical design not only captures the essence of freshness and vitality associated with fruits but also infuses a sense of energetic personality. Zesty serves as a visual representation of the brand’s core values: vitality, fun, and the joy of wholesome living.
The Color Palette & Usage
When it came to picking the colors that were going to define The Bite, I wanted colors that were going to evoke warmth, energy, and trust. Colors that were going to invite consumers to embrace a lifestyle that prioritizes health and happiness.
#FFB3E4 (Light Pink): This soft, nurturing hue reflects The Bite’s commitment to caring for its customers’ well-being. It symbolizes warmth and gentleness, inviting individuals to explore a journey of health-conscious choices with a sense of comfort and reassurance.
#E63845 (Red): Bold and vibrant, red energizes The Bite’s brand presence with passion and vitality. It signifies the brand’s dynamic approach to promoting a healthy lifestyle, encouraging consumers to embrace vitality and energy in their daily choices.
#FD72CB (Pink): A playful yet gentle shade, pink adds a touch of charm and optimism to The Bite’s visual identity. It embodies the brand’s friendly and approachable nature, making health and wellness accessible and enjoyable for everyone.
#0D9277 (Green): Teal green represents balance, harmony, and growth, echoing The Bite’s commitment to providing natural and wholesome products. It connects the brand with nature’s vitality and underscores its dedication to sustainable, health-conscious living.
#7490FF (Light Blue): Cool and calming, light blue instills a sense of tranquility and clarity into The Bite’s messaging. It invites consumers to explore a refreshing approach to wellness, emphasizing clarity of information and a supportive community environment.
#EF5D30 (Orange): Vibrant and optimistic, orange sparks creativity and enthusiasm within The Bite’s brand narrative. It reflects the brand’s innovative spirit and encourages consumers to embark on a vibrant journey towards better health and well-being.
The Typography
I wanted to go for something bold that had a unique and modern look to it. The combination of Cubano for bold statements, Gyst Variable for flexible readability, and Neue Haas Grotesk Display Pro for clarity and professionalism creates a cohesive typographic identity for The Bite. This typographic palette not only reinforces the brand’s modern and sophisticated image but also enhances the overall user experience, ensuring that information is communicated effectively and aesthetically across all brand communications.
Part Three: The Content & Product Overview
Designing from scratch each product mock-up and piece of content for The Bite was a process that combined creativity with strategic planning and technical precision. I work alongside with the owner and asked for her input since I wanted to make sure she was content with the final product.
I created some sketches that served as the initial blueprints, capturing my ideas and laying the foundation for the visual identity and content strategy. The sketches were a product of brainstorming sessions where I explored various design concepts and visual elements that would resonate with The Bite. Putting my vision and ideas into a physical paper helped me map out how each product mock-up, social media graphic, and blog post would look and feel.
The initial sketches provided a basis for feedback from the owner. Through multiple designs, sketching allowed me to explore design elements, experiment with layouts, and incorporate unique elements that would distinguish The Bite in the health and wellness field.
I began by conceptualizing ideas that captured The Bite’s brand identity — freshness, health, and vitality. By using Adobe InDesign and Illustrator, I crafted each mock-up, ensuring every detail from packaging design to product representation reflected the brand’s commitment to quality and natural ingredients.
I researched current trends in health and wellness and got inspired by other brands like Nature’s Bakery and Gigantic Bars. Throughout the process, each element, from typography choices to color palettes, was carefully selected to resonate with The Bite’s target audience.
This process not only elevated the visual identify of The Bite but also strengthened my advertising and design skills that I have learned throughout my years as a student at BYU-Idaho.
Since the owner still wanted to maintain her brand as something people could still maintained educated and seek inspiration from. Part of my strategy was including weekly educational blogs as content. Blogs play a pivotal role in The Bite’s strategy by educating its audience in topics related to health and wellness. Each blog was planned and written with the purpose of promoting a healthy lifestyle. Topics range from nutrition tips and healthy recipes to wellness advice and lifestyle insights. This part was a little challenging for me because writing isn’t my strongest skill. However, I knew that consistently delivering informative blogs were going to be strategic tools that educate, engage, and empower The Bite’s audience.
Conclusion
This project was not a linear journey. They were times were I struggled to put my ideas into paper or when I was mid design and had to start all over again. Nevertheless, this project has been a culmination of over 50 hours of hard work, dedication, and learning. This has been an opportunity for me to showcase all the skills that I’ve learned as a Digital & Social Media student at BYU-Idaho. I was able to design, manage, and create content for The Bite and it’s something I truly enjoyed doing.