Grazing on our creative landscape to create a vegan logo design
As the name suggests, Prep Plant Based Meals supplies ready-to-prepare meals with plant-based ingredients. It competes in a market showing impressive growth, so it needed a brand identity that would resonate with customers, and a website that ensured a smooth and hassle-free purchasing process.
It was a project we were delighted to get our big rabbit teeth into as it meant using the diverse range of skills that we have here at White Rabbit. The starting point was their logo. Our designers wanted the logo to represent the passion those in Prep have for plant-based foods, plus it had to appeal to customers. The solution we came up with was a P and leaf logo design.
One small step for rabbits, one giant leaf for plant-based logo design
When looking for a graphic designer NZ owned and operated Prep approached White Rabbit with enthusiasm. This enthusiasm was contagious and our designers illustrated a logo icon that blended the letter P with the shape of a leaf. The use of negative space for the leaf shape enhances the design and memorability of the brand. We also used a beautiful dark forest green to create a point of difference with Prep’s competitors.
We then used a modern, expressively handmade, and highly humanist typeface for the word prep, with a thinner weight used for the rest of the brand name. The result is a logo that represents the values of the company while appealing directly to the interests of its customers.
Planting the Prep P leaf logo design on various marketing assets
With the logo designed, our team created other marketing and branding assets the company could use, with the P letter and leaf logo being central to the designs. Those assets included t-shirts, tote bags, and meal kit packaging, ensuring branding consistency across the various touchpoints that customers have with the Prep brand and team.
Stunning food and meal kit delivery website design
Our team took a deep dive into Prep’s business to understand their requirements and the competitive landscape. Our goals were to make the site user-friendly and ensure it stood out from the competition. It was also important it looked attractive and modern on all devices.
We achieved this with a clean design style, rounded corners, intelligent use of background colours to break up content sections, attractive imagery, and a crisp mobile experience.
Optimising meal delivery website UX and UI
The objective of the website for Prep is to generate meal kit sales, both with existing and new customers. Achieving this required expert UX (user experience) and UI (user interface) design. To ensure maximum conversions, our designers strategically located calls to action (CTA), integrating those CTAs with the checkout process. We also optimised the checkout process with attractive design and intuitive steps that make it super simple to complete a purchase.