Brand Refresh & Creative System
Gousto
The Brief
Insight
Objective:
Gousto's most powerful brand truth was not convenience but transformation. The product helped people turn a box of ingredients into dinner, routine into ritual and recipes into moments worth sharing. Building from the internal ethos of celebrating food, the opportunity was to make the brand feel as joyful, colourful and rewarding as the cooking experience itself.
To refresh Gousto’s visual identity and creative system as the business entered a period of hyper scale-up, creating a more distinctive, flexible and emotionally engaging brand world across digital, print, packaging and customer experience.
The challenge was to evolve the brand without losing recognition. Gousto already had strong awareness and a clear product proposition, so the work needed to create freshness through system, expression and touchpoint behaviour rather than a full identity reset.
I led the creative development of Gousto’s brand refresh and creative system as the project's Creative Director/Senior Designer, shaping the colour system, pattern language, photography direction, recipe card design, packaging, unboxing experience and wider customer touchpoints. My role spanned hands-on design, shoot art direction, food styling collaboration, campaign development and leading the design team across acquisition, retention, digital, print and brand communications.
Creative Direction/Senior Designer: André Harris, Jr.
Designers: Andrea Rampazzo, Anezka Kratkocka
Photographer: Mike English
Food Stylist: Alice Feaver
Production Manager: Vicki Glover
Role & Credits
I led the creative development of Gousto’s brand refresh and creative system as the project's Creative Director/Senior Designer, shaping the colour system, pattern language, photography direction, recipe card design, packaging, unboxing experience and wider customer touchpoints. My role spanned hands-on design, shoot art direction, food styling collaboration, campaign development and leading the design team across acquisition, retention, digital, print and brand communications.
Creative Direction/Senior Designer: André Harris, Jr.
Designers: Andrea Rampazzo, Anezka Kratkocka
Photographer: Mike English
Food Stylist: Alice Feaver
Production Manager: Vicki Glover
Brand Refresh & Creative System
Gousto
Gousto's most powerful brand truth was not convenience but transformation. The product helped people turn a box of ingredients into dinner, routine into ritual and recipes into moments worth sharing. Building from the internal ethos of celebrating food, the opportunity was to make the brand feel as joyful, colourful and rewarding as the cooking experience itself.
Live it. Own it. Be it. Love it.
André Harris, Jr. // AH Design, Intl. 2024
Live it. Own it. Be it. Love it.
André Harris, Jr. Creative | AH Design, Intl. 2026
Gousto's most powerful brand truth was not convenience but transformation. The product helped people turn a box of ingredients into dinner, routine into ritual and recipes into moments worth sharing. Building from the internal ethos of celebrating food, the opportunity was to make the brand feel as joyful, colourful and rewarding as the cooking experience itself.
Brand Refresh & Creative System
Gousto
The Brief:
To refresh Gousto’s visual identity and creative system as the business entered a period of hyper scale-up, creating a more distinctive, flexible and emotionally engaging brand world across digital, print, packaging and customer experience.
The challenge was to evolve the brand without losing recognition. Gousto already had strong awareness and a clear product proposition, so the work needed to create freshness through system, expression and touchpoint behaviour rather than a full identity reset.
Insight:
Gousto's most powerful brand truth was not convenience but transformation. The product helped people turn a box of ingredients into dinner, routine into ritual and recipes into moments worth sharing. Building from the internal ethos of celebrating food, the opportunity was to make the brand feel as joyful, colourful and rewarding as the cooking experience itself.
Role & Credits:
I led the creative development of Gousto’s brand refresh and creative system as the project's Creative Director/Senior Designer, shaping the colour system, pattern language, photography direction, recipe card design, packaging, unboxing experience and wider customer touchpoints. My role spanned hands-on design, shoot art direction, food styling collaboration, campaign development and leading the design team across acquisition, retention, digital, print and brand communications.
Creative Direction/Senior Designer: André Harris, Jr.
Designers: Andrea Rampazzo, Anezka Kratkocka
Photographer: Mike English
Food Stylist: Alice Feaver
Production Manager: Vicki Glover