This project was an exercise in creating the look and feel for a food delivery app. I chose a bright direction to suit the content of my project.

I put together a quick brand colour palette and logo to suit the mood board I had developed.

While we weren’t working with a fully fleshed out user flow yet, the goal was to create visually complete screens to demonstrate what the app could look like.

Pomelo: The Vegan Food Delivery App

Pomelo is a digital food delivery app for vegans in the city of Bangalore, India. Bright, fresh, healthy, and happy; that’s what Pomelo does for you. With Pomelo, you can order specially cooked vegan food from your neighborhood restaurants with just a click. Now you don’t have to be left out when everyone else orders from there! We taste everything we list on Pomelo and certify that all dishes are vegan, for a trustworthy, convenient, and guilt-free ordering experience. With our dish filters, you can choose the available peanut-free, gluten-free, or even soy-free options from a variety of cuisines. Download the app on your mobile device to get personalized recommendations for your dietary preferences today. With just a click, you can place an order, track it to your doorstep, and enjoy it!

We played around with interactive elements to show how on-screen elements responded and how to visualize information and action buttons.

At my design course, the first step to studying which aspects of a brand to communicate in the identity design was to create a mind map.

A huge part of generating the mind map is current research on trending styles and dominant styles in the market, both in the big companies and in the small boutique companies, all of whom are competitors to your brand.

I tried different combinations of logo ideas by focusing on different keywords. I finally narrowed down to my most successful concept and refined it further.

The first round of conceptualisation is nothing more than doodling endlessly on paper, without censorship. Here’s a snapshot of my sketchbook.

I decided to work with custom typography, rather than choosing a preexisting font. I played with various brushes and pens, experimenting with thickness and style.

After choosing a successful sketch, the design was digitised, traced over, refined to pixel perfection. This became the final typographic logo.

Logos are usually paired with brand colours and supporting fonts, so that all appearances, whether digital or print, of the brand is consistent across the board.

I chose these candy pop stripe colours to give the brand a playful retro feeling.

The first business stationery we learned to design was the ubiquitous business card.

How do you capture everything you are on a small rectangle of paper?

Why, with identity design of course!

Identity design implemented in primary print business stationery; in the letterhead, the envelope and in business cards.

I love the idea of using the stripes inside the envelope, though practically speaking it contributes to unnecessary printing and paper costs.

The best way to present a identity design to a client is to actually show what the logo would look like on various applications. This is a fictitious shopfront, a mockup of what the logo would look like in real life.

The retail experience starts with the storefront, then the objects in the store, to the labelling to the final bag you walk out with. I wanted the bag to be a work of art in itself. Something that looks great on your arm!

Shopping Bags, T-shirts, Merchandise. This is a mockup, or imagining of what the logo will look like when it’s in use. Mockups are an integral part of the design process, and are the step between finalising a logo and actually implementing it in real life.

My first packaging design project at The Graphic Design School.

A lot of research went into the ecosystem of my chosen fictitious brand; in my case vegan all natural skincare. From market leader logo comparisons, to product positioning, every piece of information is considered before creating a mind map of the brand.

The first round consists of a few weeks of scribbling in notebooks and in the corners of napkins and waking up in the middle of the night to capture a fleeting idea.

Every designer has pages of these doodles that never see the light of day!

While I considered making a custom typeface for the logo (such as for Marine Bee) I decided to go with a minimalist structured font, to offset the detailing in the icons above.

The set of icons represent the spheres of the planet; i.e, lithosphere, biosphere, hydrosphere, atmosphere, magnetosphere. While they were part of a pervious student exercise, I loved how apt they were for EarthKind.

A great way to show case an identity design to a client is to “mockup” on a photograph to simulate the logo application in real life.

The icons of the logo worked fantastically well as a pattern that can be used on different brand applications.

I also used a less commonly employed portrait alignment for the business card design, because that worked better for the width of the logo, without compromising on space.

The business cards are the most design heavy of the lot, because I wanted to keep in mind printing costs and the impact of heavy dependence on colour printing. Besides, EarthKind is a minimalist eco-friendly brand. I would imagine even this paper to made of recycled paper pulp.

I imagined Earthkind’s packaging to be made completely of recycled paper, and to be minimalist.

We did a ton of sketches to capture and communicate the characteristics of the animal that we wanted to highlight.

I wanted to make sure my vulture was neither a caricature nor a Halloween spook. I wanted to bring out the regal character more often portrayed in its more revered cousin, the eagle. I wanted to give the vulture back its rightful place in an ecosystem that is dying without it.

I chose black and red because it resonated with the kind of urgency I feel about the issue of vulture extinction. There’s also a macabre association with death and blood that the two bring up. And while there’s certainly enough evidence to tie vultures to death and blood, I wanted to show that there was more to them than just that.

Adding humour into a grim situation.