PROPORTION MEALS CO.
ProPortion Meals Co. launched early in 2016 by siblings Tina, Peter, and Anna Pham in hopes to help the everyday person live healthier and balanced lives through quality, portioned prepared foods. Soon after launching, they sought to create a brand that not only reflected their family values and healthy lifestyle goals but also helped separate themselves from the concentrated meal prep industry in southern California.
Role: Creative Director, Designer, Project Manager
Main tools used in the process: Adobe Creative Suite (Illustrator, Photoshop, InDesign), Trello, Google Docs
PROBLEM: Meal Prep businesses can often times feel transactional over personal when promoting healthy living.
SOLUTION: Create a fun experience designed for the everyday person with emphasis on meaningful and conversational undertones.
Use playful shapes, uplifting imagery, and a friendly conversational tone to break through to the everyday person who seeks a healthy, balanced lifestyle.
PROBLEM: Meal prep businesses tend to focus on fitness first and food that caters to a narrow audience.
SOLUTION: Create an experience that inspires fitness and health for the everyday person with a focus on passion and community.
By integrating ProPortion Meals' initial's "PM" into a fire shape, I wanted to create an icon that not only resonated with "energy" but also pointed towards food that is made fresh and local.
VOICE AND TONE
Use language that is both encouraging and trustworthy as if you're talking to a coach that is also a friend.
Create an experience that inspires fitness and health for everyone with a welcoming but bold tone. The line work in the logomark expresses movement, mirroring the company's goal to help others “make moves” by integrating meal prep as an essential element in life.