GOUSTO BRAND REFRESH
CREATIVE DIRECTION, BRANDING, ART DIRECTION, PACKAGING DESIGN, DIGITAL, PRINT, MARKETING, SHOOT DIRECTION
To refresh the pre-existing Gousto brand to make it more modern and flexible, enhance both current and new customer journeys, and to increase the perceived value of the product and company.
Out of all of the company’s core values, there was one that I felt resonated the most with the potential visual brand: “We Celebrate Food.” The recipes, the ingredients, the photography, the way it is cooked, what it is cooked with, how it tastes.
Celebrating food is fun, and it is celebrated every day at Gousto. With celebrating food comes celebrating cooking and recognising the magic of how cooking transforms food into memories.
While I could not change the logo nor the header and body fonts, everything else was fair game to update. The revived colour palette pays homage to the colourful palette of the food system, as well as to the vibrant feelings cooking and food bring to people.
The cookery and crockery pattern is a visual cornerstone of the brand, with its influence spreading across all facets of the company’s aesthetic, including prop/food styling and photography.