Originally a small-scale meal prep plan for some of her colleagues, Pin began offering customized meal plans for her peers in the USAF. Her small operation, a local success story, quickly garnered traction, and she realized the need for more cohesive brand materials and an intuitive online ordering platform that catered to Minymeals’ varied dietary offerings.

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Caol worked closely with Pin to discuss branding, marketing touch points, and online capacity. Minymeals Brand Identity is an elaboration of the mark Pin had been using in existing menu and marketing materials. When exploring branding, using familiar visuals as a jumping-off point helps to reinforce original concepts without alienating existing supporters. The end design is the silhouette of a serving bowl, with natural, refined hand-drawn form set in a deep, rich earthly green tone. The mark is paired with the business monogram in a serif font, designed by RISD alumni and Font Bureau type designer Victoria Rushton.

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When building the website for Minymeals, consideration was given in choosing the best e-commerce platform that would allow for the creation of complex meal configurations, multiple checkout options, and unique delivery & pickup choices as well as a subscription. The website was designed around the idea of showing food, and using warm, earthy tones that enhanced the visual appeal of the meals being offered.

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Minymeals’ new brand identity and e-commerce website enabled Pin to reach a wider audience with a visually distinguished appeal to customers looking for a local, fresh, and healthy shake-up to their dietary regimen.