Plated

A breakout meal kit delivery service that got its start on Shark Tank, Plated had just been acquired by large-scale supermarket chain Albertsons and was preparing to take its presence into stores when it came to us. Our challenge was to help the brand not only differentiate amongst the many subscription meal kits that were continuing to pop up, some with general propositions (i.e., convenient, tasty) and some with niche ones (paleo, vegan, etc.), but also draw in a new audience: the in-store shopper. How could Plated jump off shelves (and the web)?

From strategy to identity, we channeled the high standards of the target audience we defined: the discerning doer the person who doesn’t want to trade quality or a great experience for convenience. Simultaneously, we embodied the offering’s most distinctive qualities: curating options while maximizing ways to make the kit work for you, all designed by actual chefs. As Brand Co-lead and Verbal Design lead, I defined the brand character, the chef friend, and my partner and I used is as a launchpad for every aspect of the identity system, including how and when the brand engaged consumers in a conversation, adding a handwritten font to the toolkit. We solved for the brand in comms and experience, not only in the loudest moments but the more subtle ones, like on the recipe card, which are often the most important for ongoing engagement.

While Albertsons sunsetted Plated before the new identity could launch, I am proud of the work as an example of the magic that happens when strategists and verbal, visual, and experience designers solve together.