Art Direction & Brand Design for an eco-friendly food app 🥕

ÉCOVOREA is a digital universe dedicated to eco-friendly consumers, seasonal-meal stans in particular, who have a conscience for all beings and nature 🍃 not for what they bring to them, but for themselves.

The name is a contraction of the prefix eco- and the root vore, in French, which means to eat. The small A at the end is to make the name rhyme with that of its creator, Victoria. Thus, ÉCOVORIA was born to embody the lifestyle of eating ecological.

Logotype: moderately simple: Using bold typography with a hint of quirkiness, as seen in the É & the R. Creating a subtle sense of being imposing and having its own character.

Main Palette: the main palette was derived from the colors of a carrot, one of the few vegetables that grow during all seasons. Opting for an organic vibe with tempered tones, and avoiding flashiness and exuberance.

Secondary palette: A selection of the most popularly consumed pairs of fruit and vegetable in France by season. For instance, the winter pair is citrus and cabbage; hence, yellow and sea green compose the winter palette, featuring an upper and under tone for each color for balance. Following the same theme pattern as seen previously; organic and natty.

Typography: bold and Sans Serif, the choice for this brand. Legibility is uncompromisable for an almost fully digital presence.

Illustration: definitely the little thing of this art direction! Inspired by a form of plastic art that aligns with ecological standards: Cardboard Art. Each piece is created with a meticulous superposition of layers made of cardboard images, designed entirely in Adobe Illustrator, but can be designed physically if one day this brand will come to life! The perfect extension to the organic, ecological and natty theme.

UI Design: with modest skills in UI design, the app was created around the cycle of the seasons. Each new season, the interface sheds its skin and refreshes with a new look to match the seasonal aspect of the meals. This makes the experience on the app more enjoyable and definitely not boring to the eyes.

UX Design: The whole app is designed to bring an intelligent and ergonomic experience to eco-aware users. It offers suggested meals based on the weather, information on consumption and ingredients, their origins and cultural significance, quizzes, and good-to-know facts. This way, the users are at the center of the experience and are provided with the best eco-friendly solutions they could ask for.