eMeals Art Direction
& Brand Strategy
When I came on board, eMeals had a basic mobile app that caused a lot of user frustration. While improving the experience of a genuinely great service, I also took a hard look at the brand positioning and design language.
Background
eMeals began in 2003 after two sisters from Birmingham grew frustrated trying to find time to shop for and cook affordable meals for their families. They built a team of chefs, food writers and nutritionists to create meal plans with an eye for value — first as a weekly email, later a downloadable PDF.
Goal
User research, empathy maps and personas, competitive review, mood boards, photography art direction and a logo refresh.
Designed for
eMeals
Role
Art Direction & Brand Strategy
Platforms
iOS
Android
Web
Timeline
6 Months
Team
User Research. It’s all about the moms.
Empathy Maps & Persona Building
Presenting the Results
Where eMeals Stood
Mapping the competitive landscape and presenting the research back to leadership built the case for a warmer, more confident brand — one that led with food and value instead of process.
