Naming, Identity Design

Brand identity for a startup seeking to solve thee nutrition crisis in low-income communities.

A Fresh New Name

When FreshBudget came to me, they were calling themselves Food Budget Butler. This name felt exclusive and alienating, as well as outdated, and it was generally ineffective for the client's target audience. I worked with the client to rename the company FreshBudget.

A Friendly Identity

With the identity, we wanted to communicate notions of budgeting and healthy eating, giving these traditionally annoying topics a positive and friendly twist. The result is a logomark and application system that comes across as friendly, economical, and healthy.