Morsel
A full brand identity, website design + development for a meal delivery service.
Brand UX Creative Dev WebThe Brief
Flux Nourishment, a plant-based food delivery service based in Savannah, Georgia, came to us seeking a new brand name, visual identity, and custom WordPress website to carry them into their next phase of growth.We kicked off this project’s deliverables with a new brand name. Through our discovery work, we landed on a handful of names representative of the brand’s mission, vision, and values. In weighing each name, we looked at what it sounds like and feels like. We landed on Morsel.
Along with renaming the brand, we helped identify the brand’s values and brand voice, ensuring the new visual elements would be consistent with the non-visual pieces. All of these elements make up a brand, and through our deep discovery process, we ensure all brand expressions we create are meaningful and long-lasting.
The name was Inspired by the comment from Morsel’s founder: “Each piece of ginger is cut with the thought that this is so good for you.” Morsel alludes to each meal being crafted to be filling, fueling, and good for you, down the the last Morsel.
SOUNDS LIKE:
intriguing, a bite, granular (every morsel/the last morsel)
FEELS LIKE:
elevated, intentional
The primary logo mark features a spoon morphing into a plant, representing Morsel’s plant-to-plate approach. The logo system provides a mark for every purpose, bringing in the brand tag line for some expressions and the brand pattern in another.
PATTERN
The brand pattern represents morsels, or crumbs, as a fun play on the brand name.
PATTERN IN ACTION
The pattern can be used on a micro scale or enlarged. It’s shown in this example of a meal label.
The brand illustrations bring in a hand-drawn feel, hinting at the handmade nature of the meals. The icon system — an important visual cue on each food label — is equally simple and linear without being hand-drawn.
TYPOGRAPHY
Mislab Bold serves as the brand’s headline font. The chunky slab-serif is equal parts playful and easy to read.
FONT HEIRARCHY
The brand fonts work as a system, pictured above.
FROM WIREFRAME
Each page of Morsel’s website was carefully mapped out in wireframes, considering the user’s experience through the website.
TO DESIGN
The wireframes were then turned into designs using the brand’s new visual identity.
Why etc.
Our process is built around people. We bring strategy, creativity, and heart to every project, and the results speak for themselves.
Meet etc.
We’re a small but mighty team of thinkers, makers, and do-gooders who believe great design can make a real difference. Get to know the people behind the process.