SOURCE
Rebranding
March 2021
March 2021
Description
"Source. Eat Fit" is a local meal prep company that focuses on quality local ingredients. The company has been rapidly expanding, even amidst the pandemic, with their sales consisting mostly of repeat customers. This project was a team effort, however everything shown in this process page was created by me.
Process
Source. Eat Fit has a lot going for them with their organic focus and local ties. But one of the main things they struggled with in branding was that they showed none of their strengths. While a lot of this issue was fixed by modifying social media outputs, I wanted to push their overall design further using this same creative direction.
With the name "Source. Eat Fit" it proved confusing for consumers more ways
than one. Another local competitor titled "Eat Fit Go" shares their name almost entirely. Just through some brief polling of friends and family, I found that many were unaware these were two separate businesses. So the name was cut to Source. It's more direct and cuts any ties with their competitors.
than one. Another local competitor titled "Eat Fit Go" shares their name almost entirely. Just through some brief polling of friends and family, I found that many were unaware these were two separate businesses. So the name was cut to Source. It's more direct and cuts any ties with their competitors.
Seen below is the previous logo for Source. The client stated she took inspiration from the Chipotle logo, with its blocked background. I wanted to respect the clients design tastes, and instead moved towards modifying the mark itself. The generic fruit shape did nothing to push the brand other than signify the company was involved with food in some way. To push the source aspect in branding, the shape that makes this generic fruit now originates from the center. This origin acts as the "source" while the singular line acts as a path for the product to reach the consumer.
Old Logo
New Logo
Brainstorming
Final deliverables
