top of page

Foodicle App 
Brand Building and Identity

PROBLEM STATEMENT

A food recipe app for college students who have just gotten out of their homes, and need to cook food for themselves everyday.

TARGET AUDIENCE

  • Gen Zs, in their 20s.

  • College students living alone or with roommates their age.

  • People who do not know how to cook

  • People who only have a few ingredients and other resources to cook with.

The course lasted 4 days and was completed during the second year of college. It aimed to design an app's brand and identity around a specific problem. The app's core function is to help students with limited groceries cook a meal. The process involves entering the available groceries into the app, which then suggests dishes that can be prepared with those ingredients. This approach reduces the need for immediate grocery shopping and helps maintain a budget.

Final Prototype

Team

Identifying problem and target audience, Colour Palette, Logo, Primary Research, Personality of App, Finalising app name, User Flow, Wireframing and Prototyping, Presentation

Aayushi

Identifying problem and target audience, Colour Palette, Logo, Visual Language, Finalising app name, User Flow, Wireframing and Prototyping, Illustrations, Presentation 

Saumya

Identifying problem and target audience, Mood Board 

Baneet

Identifying problem and target audience, Secondary Research, Mood Board, Finalising App name

Chitrank

final presentation brand building (2)_edited_edited.jpg

The personality of the app 

  • Welcoming (use of warm colors)

  • Friendly (typeface - handwritten, flowy, sans serif)

  • Helpbook vibe (helping students to access quick food recipe)

  • Solving issue related basic need

  • Hand drawn illustrations - to show informalness

Value Proposition

Concluding course (Interaction)  (7).png

The value proposition that this app holds is that it is not just a basic recipe app where you search and get recipes, you can get recipes according to your needs.

01

  • Filter of ingredients you have left at home, and recipes are filtered out according to that

  • No-flame recipes, that people who are not comfortable with/ do not know how to use a gas stove can cook

02

  • Vocabulary corner for all terms you need to know before cooking like the veggies, spices and paraphernalia ( what they are called, how they look)

  • Chefs Special, is sort of a reels section where people can learn recipes quickly through videos

03

There are various factors to consider here such as skill, laziness, convenience, camaraderie, and taste. We will try and look at this conundrum from an objective point of view and then you all can decide whether or not to keep on eating out to your heart’s content or to try your hand at making some quality recipes.

Conflict

Not everyone knows how to cook. Not everyone goes out of their way to learn how to cook. Unless taught by their parents or through an eagerness to learn, most people think of cooking as heating up ramen in the microwave.

Skill

Going out to eat with friends is typically a much more fun experience than making a meal for yourself. It gives you a chance to unwind, relax, and just release some stress after a long day. Better yet, if you go out with friends, it is sure to always be a fun time for everyone.

Camaraderie

Most of the people enjoy their food more when it tastes better. Therefore, why bother spending time preparing a dish or a meal that may not even be appetizing to you when you could go out to a restaurant and get a higher quality meal? A huge reason for college kids not wanting to take the time to cook for themselves is because they are not confident enough to like what they eat.

Taste

This is the space to introduce the Services section. Briefly describe the types of services offered and highlight any special benefits or features.

Laziness

Secondary Research

final presentation brand building (6).jpg

Primary Research: A survey to understand people’s food needs.

Questionnaire:

  1. What is your age?

  2. Who do you live with?

  3. How many meals do you have in a day?

  4. Where do you get your meals from/who cooks them?

  5. How many meals do you cook in a day?

  6. How do you find the cooking process and why is it so?

  7. Any past cooking experiences that you would like to share?

final presentation brand building (1).png
final presentation brand building (2).png
final presentation brand building (8).jpg
bottom of page