Maçã Verde is a brand for healthy takeaway in Salvador, Brazil. The business works as a membership rather than a restaurant to go to. The audience is people who don’t have time to cook and still need something healthy delivered to the door on a day to day basis.

As a solo designer for this project, I had to give life to their existing logo. My approach was to have a brainstorming section with the owners so I could understand their goals, pricing, tone of voice and audience.

Inspired by healthy and fresh ingredients I decided to use the primary colour purple since it’s green’s complementary colour. I chose to name the colours like the items that inspired them, such as aubergine, red onion, purple cauliflower, cool mint and pesto.

As the main touchpoint between the customers and the brand, I had to rethink their packaging strategy. We decided to adopt recycled paper for the bags and dried food, recycled plastic when packing wet food, and glass bottles for the drinks.

The logo already uses a san serif, rounded font, which is the primary font across all the communications. But I have also added a font with serif to give a contrast, which is used for important information, like the nutrition facts about the products.

I have presented them with a library of icons to keep consistency in their online and print material. The icons are outlined and rounded, inspired by the shape of their logo.

As they use their social media as a very important channel to communicate with their audience, I have created a few templates where they can easily replace images and text.