Sweet Enuf
Full branding: New Concept, Content and Brand
A new app that encourages and celebrates change and transformation.
"Brand is just a perception, and perception will match reality over time."
- Elon Musk
Making a dessert app consider medical, dietary, and religious needs, eateries of all types and sizes are stepping up to the plate with offers of celiac-friendly, diabetic-friendly, dairy-free, fat-free, gluten-free, sodium-free, nut-free, Kosher, low-sodium, low-fat, and high-fiber desserts. Dessert recipes catering to special diets.
For the vegan, paleo, lactose-intolerant, gluten- intolerant, allergic and otherwise health-conscious and health restricted customers have given rise to an entirely new chapter by this healthy dessert app. A menu of nutritious desserts baked goods featuring less artificial ingredients, more whole grains or no grains at all, low-fat and no-fat alternatives, diabetic recipes, and heart-healthy options which allow customers to eat desserts without being worried about health and calories. Ordering exotic fruits and dessert recipe boxes which includes the dietary ingredients in will be so easy. The popularity of the healthy desserts speak to how consumers are looking to indulge without the guilt.
The Plan
Brand position
Brand Mission:
Brand purpose:
What is essential:
Showing how to make the healthiest version of each dessert. We give options to adapt all kind of recipes to any kind of diets, and give an easy excess to the ingredients needed.
Brand vision:
Everyone can eat and bake freely and comfortably without disrupting their diet
or worrying about finding the right ingredients that suits them best.
Prevent heart diseases and diabetes.
Helping people with heart diseases and diabetes. Encouraging people to eat organic and clean. Saving time and money. Introducing everyone with exotic fruits. Introducing different dessert recipes to people who follow special diets. Making human life even healthierLetting people know about food trends.Giving a platform to the people who want to share their kitchen skills.
We believe that everyone can eat dessert and stay healthy at the same time. So proving the point is our priority.
Key Findings
During and after the COVID-19 pandemic, many people found it difficult to access basic items. In those days, they were cautious about entering stores for fear of contracting the virus, and in-store restrictions made grocery shopping difficult. As a result of this, consumers have changed their shopping habits and started to use new online methods. Thanks to our app everyone can order whatever they need for baking. (Online shopping was already quite common before the virus. However,after the virus, we have seen that this system has developed more and more, and we expect its to continue to develop.)
Not: More than 50% of UK adults intend to eat more vegetables, with 10% looking to switch to a vegetarian diet and 6% a vegan diet in the next 12 months. Supermarkets have the highest satisfaction score, with 67% net agreement that there are satisfactory healthier eating options in supermarkets, more than five times the net satisfaction score for convenience stores (13.6%).
Brand Values
Tone of voice
Friendly, Sincere, Inviting
Example:
"Check out some of our greatest recipes! "
"These decadent bars are one of our favourite vegan desserts." "Welcome to our fruit shop!! Need a quick energy boost?"
The tone of voice for sweetenuf is direct and intimate, at times appearing to be almost naive or childish in its simplicity.
Healthy but delicious
Desserts made with additive ingredients, sweeteners or using excessive sugar are not included our menu.
Even the people who do not like sweets will love the options offered in the app.
Look into problem area
Strengths, Opportunity
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This app encourages people to eat clean and live a healthy life
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It provides options for people with heart disease and diabetes
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It provides different recipes for each dessert for each diet
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Recipe box make baking even more fun and interesting
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Many healthy food products are expensive and difficult to find but getting a certain amount for a dessert you want is a smart choice
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There is no application that provides such services yet (all in one)
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Educational, Informing
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Time saving
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Variety
Weakness, Threat
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Competition between healthy eating, diet sites
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Healthy eating has become a trend in an instant but no one knows how long will it continue
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People have not yet fully know what to follow
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Not everyone trust diet pages
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Menu must change constantly
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Trends must be updated
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Cooperation with different companies may be needed (necessary)
User pain points
Does the dessert I picked contain ingredients that I don’t consume?
What are my options?
What other people choose or bake?
Is the recipe simple or is there any video to follow?
What if I don’t have enough time to bake?
How much time do I need to spend making the dessert?
Can I order the ingredients with the recipe?
When and where the recipe box comes?
What are the portions?
Where can I find these exotic fruits?
What’s new? What are the trends?
Where can I share my recipes with others?
It is important for us
Prevent heart diseases and diabetes
Helping people who follow special diets
Encouraging people to eat healthy, organic and clean
Saving time and money
Introducing everyone with exotic fruits
Giving a platform to share kitchen skills
Letting people know about food trends
User Research
Who would use and benefit from this app?
Who would not
use this app?
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People indulging in healthy life
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People who follow special diets or eat organic
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Athletes, yogis.
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People with eating diseases, diabetes and heart disease Trend followers
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Mothers
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People who are happy with their lifestyles
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Traditional people who like following recipe books
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People who do not like sweets
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People who are too lazy to bake
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People who prefer to go to dietitian
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People who does not like online shopping
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People who do not know how to use social media and the internet properly (+55)
What other brands would the audience support?
What is currently wrong and right with the sector?
• Some Instagram pages
• Gousto
• Hello fresh
• Mindful chef
• Morrisons Eat Fresh
• Simply Cook
• The Cookaway
• Dishy
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Healthy products, organic food in the grocery store is more expensive than any other market product.
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Everything is quite new and still developing
Age group
character traits
18 -25 (30% over 30)
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People who are looking for healthy eating options.
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More open for new experiences.
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Young adult catches and spread health related innovations, trends quickly
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+30 group prefer books or specifically researching what they want
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Less experience, needs help more
Who should be the product celebrate, if it should?
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Tv doctors, Famous Athletes
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Yoga instructors
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Instagram models
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young Influencers
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Maybe Influencer Mothers
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Worldwide known vegan and vegetarian actors
What the audience’s
clothing style?
It should be explored conceptually
• Sport casual
• Confident but also relax
• Colourful
• Yoga mats
• Fit and tight gym clothes
• Hippie- ISH
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Website version
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Shipping exotic fruits
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Order tracking- map
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Messanger
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Product design
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Design concept
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Colour palette can be improved
Market research
Key findings
There are not so many online platforms and apps that focus on only desserts, but when we look at what exists, It is possible to say that ‘tasty” is one of the most interesting and successful brand. This cooking platform is opened by Buzzfeed, a social news and entertainment company headquartered in New York in 2015. In the beginning they were only on facebook and by the last quarter of 2016, the viewership for a single video on facebook sat at an average of 22.8 million; no mean feat for a company whose original specialty was spread across a variety of formats. Today they have their own platform and they still do sharings in other platforms too.
Differently, they do not do deliveries and their target audience is different + they share food recipes as well. Some other food brands like M&S - have separate dessert menus which are inspiring.
Gusto and Hello Fresh type of recipe box brands and applications became very popular in 2020-21. Although online shopping is quite common in these days, very few companies have managed to make difference and improve the system. Hello fresh and Gousto can be great examples for this sucsessful brands since they start selling healthy recipes with the ingredients.
Healthy-ish is a page where you can find new health trends and recipes. They do not have an app, and they don’t take orders. "Delish" is an another website for the delicious recipes.
These pages are the biggest inspirations for both the branding and ui concept. The example articles used in the mockups are taken from the news section of this website.
Ideation
What a dessert recipe,
recipe box delivery app should include
UI elements
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High quality photography/ video mouth-watering dessert pictures
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Legible typography and colours
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Address information
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Profile, Profile settings
Likes, bake book, recipes
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Filters for special diets, allergies
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Make sharing options
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Clear instructions of recipes / ingredients
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Notes
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Reviews / comments
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A simple menu bar
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Basket
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Search button
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News
Extras
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Log in page, be a guest
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Search for recipes
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Add it to your Favourites
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Check where the order is
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Map Options and filters
Exotic fruit delivery
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Usage of these fruits
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Ingredients
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All the existent names of the fruit
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Its origin
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Storage
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Amount, gram or kg
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Basket
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Order summary
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Billing payment
Content Categories
1. Dessert menu
When you choose one dessert and click on it, you see the recipe, the ingredients in it, and options for ordering the ingredients
2. News page
This section will include different blog posts, research results on topics such as healthy eating trends and baking techniques.
3. Shop, Grocery
Exotic fruit/vegitable delivery / Send a Gift
This app allows everyone to order all kinds of healthy, exotic fruits and vegetables quickly and easily (no matter where they grow / in which country). in addition, there is a gift package button that shows our users/ followers that they can send these exotic products to their loved ones as gifts.
4. Speed up/ Quick snacks suggestions, recipes
Dessert recipes that can be made quickly, here separated from the main menu. There will be scoring option in this one / and maybe another layer for Acai bowls.
5. Recipes comes from guests/ different accounts
In this part, registered members on the page can share their own recipes and dessert pictures. they can also make comments about each others recipes. (tinder swap style for choosing a random dessert recipe )
Toolkit
Due to the fact that the page is divided into many different categories, the number of tools that should be clicked on has increased during the design process. However, the toolkit kept as simple as it can be.
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Basket, order icons appear on almost every page.
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The heart shaped liking icon sends the recipes directly to the list of likes in your profile.
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To return to the home page or the previous page, you can press both the back arrow and the three line icons that appear on some pages.
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The menu bar appears in the homepage and profile. This bar allows you to switch to Search, Like, Basket and Profile pages.
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For dessert recipes, you need to click on the photos. Since it is just the prototype, only one or two recipes opens.
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In home page, news page, reviews, dessert menus, recipe sharings and in some other middle pages you need to scroll down to see more about the content. For the other pages clicking on the thing that you want to open will be enough.
Branding
Typography
Freigeist text
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Used for the logo and the titles
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For the titles it used with the capital letters
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Text on tools were written in small letters (recipe,likes)
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Founded simple and aesthetic at the same time
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Legible
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Letter “e” looks quite different and sweet with this typeface
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Folds in some letters (small movements) make this
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typeface very suitable for the concept. r,g,y,m,a,c,e
GT Walsheim Pro Trial
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This Is our corporate font
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Used for the body texts
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Simple
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Geometric, round
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Legible, clean
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It is not eye tiring
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Some titles
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This documentation
Logo
A simple and playful logo which people can recognise at the first sight. The most successful way to promote an app is to make its name ‘a brand’ and every brand must have a logo. For example, Uber eats, Deliveroo, Tasty, Hello fresh, Kitchen stories...
Because this project focused on desserts, the design of the logo is more bold and fun instead of being dull and formal. Chocolate coffee brown has been used extensively both in the logo and in almost all texts. The space between the letters carefully planed, it is aimed not to disturb the eye with a dark colour.
The combination of the letters “e” of the word sweet and the letter “u” in the word enough (enuf), created a smiling face. It reminded us the expression “Melting Face”, as we have seen in the advertisements
Slogan
"Healthy dessert recipes for every craving"
It’s not easy for everyone to follow a special diet but we want to help the ones who are eating differently, healthy and consciously. It can be very difficult for some to find recipes and ingredients that match their diet.
In addition to this, it can be even more difficult to replacing some dessert ingredients like milk, butter, flour, sugar or nuts with the different options.
We offer different recipe and options
We take into account all kinds of diets and allergies
Choose your dessert
Create the perfect box
Find exotic tropical fruits
Get weekly delivery
Save time and money
Learn about trends
Share your kitchen skills
