SCRATCH VEGAN APP
Instructor : Jason Kernevich
Tyler School of Art, Graphic and Interactive Design Program
COMPONENTSBrand Identity | App Design & Prototyping | Web Design & Prototyping
TL;DRScratch vegan is a concept for a recipe search and meal planning app that helps users who are interested in transitioning to a plant-based, vegan diet.
INTRODUCTIONFactory farming, the mass production of meat and dairy, is a huge contributor toward the environmental degradation of our planet. This process of cultivating livestock causes an assortment of environmental issues such as deforestation, water pollution, and methane emissions. Adopting a vegan diet is one of the number one personal choices an individual can make to reduce their environmental impact on the Earth. However, maintaining a plant-based diet can be challenging because of the time consuming nature of planning and preparing meals.
In response to this issue, I designed an app that would help people with their transition to veganism. My concept for the app is that it would streamline searching for and selecting recipes, planning out meals on a weekly basis, and grocery shopping. The functions in the app include a recipe search, a weekly/daily meal organizer, and an automatic grocery list generator.
PROCESSAt the beginning, I made a mindmap of all of the words I could think of that are related to veganism, the environment, and cooking. I used combinations of these words to come up with app names.
I picked the name scratch vegan because the homemade, “from scratch” feeling is an integral part of the brand.
I wanted to create an overall mood of warmth and comfort and provide users with a very unique, intimate experience. I used a crafty, do-it-yourself aesthetic by incorporating stamps of vegetables and fruits into scratch vegan’s brand. I created these by cutting various fruits and veggies in half, inking them, and then stamping them onto white paper. I then took the stamps and scanned them into the computer. I used Adobe Photoshop to adjust the colors using blending modes and color overlays and I used masks to make the white areas of the stamps transparent.
As an extension of the stamped assets, I began designing patterns that could be used throughout the app, website, and brand collateral.
I also used blender markers and made image transfers of some of the iconography, typography, and buttons to give them the same sort of printed look.