WellFed Brand Identity Design
Olayinka David
WellFed Brand Guidelines
WellFed Brand Identity —
Focus: Why Wine + Green is the right color system for a meal-prep brand serving business people and fitness enthusiasts.
1) Context & Challenge
WellFed isn’t “another healthy food brand.” It’s a meal system built around:
Energy that lasts (no midday crash)
Fitness support (routine-friendly, performance aligned)
Convenience (daily picks or weekly timetable + delivery)
Premium choice (Casual vs Gourmet, or both)
The identity needed to balance two worlds:
Corporate reliability & efficiency (business audience)
Health, discipline & progress (fitness audience)
…without feeling clinical, generic, or overly “gym bro.”
2) Brand Posture
WellFed’s posture: Premium nourishment with structure.
Not “diet food.” Not “restaurant delivery.”
It’s a high-functioning lifestyle product: planned, consistent, and elevated.
Key brand traits:
Assured (trustworthy like a business tool)
Energizing (the result customers feel)
Disciplined (built for routine)
Refined (gourmet option signals taste and status)
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Posted Mar 15, 2026
Developed a brand identity for WellFed an App for Meal Prep and Healthy Gourmet meals, highlighting reliability, health and premium positioning.
