ProPortion Meals Co.
PROPORTION MEALS CO.
ProPortion Meals Co. launched early in 2016 by siblings Tina, Peter, and Anna Pham in hopes to help the everyday person live healthier and balanced lives through quality, portioned prepared foods. Soon after launching, they sought to create a brand that not only reflected their family values and healthy lifestyle goals but also helped separate themselves from the concentrated meal prep industry in southern California.
Role: Creative Director, Designer, Project Manager
Main tools used in the process: Adobe Creative Suite (Illustrator, Photoshop, InDesign), Trello, Google Docs
We kicked off the project identifying the company’s mission and goals. This lead us to conduct research amongst competitors within their local region as well as other locations with a saturated and non-saturated food prep market. We studied their brand stories and collected select logos from industry leaders and competitors to create a competitor landscape. This helped us visualize and identify patterns and brand positioning. From there we used our research to inspire the company’s brand story. I presented several designs and continued to iterate based on client feedback.
QUESTIONS WE ASKED
Will this brand scale as the company grows? How does the logo represent the brand? How can the logo inspire visual elements in different touch points? How does ProPortion Meals Co.’s brand story resonate with its current and potential clients? Is this brand reflective of the company’s mission, goals, internal culture?
CONSIDERATIONS + CHALLENGES
Meal Prep can often times cater to an exclusive group (example: body builders) making it intimidating to join. There’s a lot of meal prep companies focused on selling health for profit but not passion. Very transactional over relationship focused. Meal Prep websites have a pattern of “hard to navigate through”, feels like a chore, not inspiring.
THE SOLUTION (THE NEW BRAND)
Create an experience that inspires fitness and health for everyone with a welcoming but bold tone. Feels like you’re talking to a coach you trust. Encourages “making moves” by integrating meal prep as an essential element in life.