Guiltless Grub is an environmentally conscious brand that focuses on the importance of reducing meat consumption. The initial idea emphasised opening people’s minds rather than relying on negative messaging. This in turn gave rise to a product which championed an alternative solution to eating meat; namely that of introducing new routines.
Client
Guiltless Grub
Year
2019
Keywords
Elegant, Ethical, Healthy, Fun, Mindful
Sector
Food and Environmental
The brand targeted like-minded individuals who wanted to make small changes to their diet but needed guidance and motivation. The brand identity needed to inspire people and highlight the range of flavours offered in non-meat based meals.
The vibrant colour palette used accentuates the extraordinary flavour combinations offered by vegetable, fruit and plant-based diets. Customers login to the app and immediately start making small changes to reduce meat consumption. The app is clean and simple with the aim of appealing to the older generations as research has shown that they are the most reluctant to change their eating habits.
The simplicity of the meals as well as a motive to gain 'Guiltless Grub' points attracts users. The attractive meatless and environmentally friendly prizes ensure that the user logs in regularly to the app.
