2022 Brand Identity
︎ In-house Brand Design
[2021–2022 ✽ Tovala]
Introduction
︎ Tovala is a D2C food/tech solution that went from a seed-funded startup to a growth-stage national brand.
The first-of-its-kind system combines a food subscription service with the tech of a smart oven. It lets you do the impossible: eat a fresh, chef-crafted, home-cooked meal without doing all the work of shopping, prepping, cooking, and cleaning.
In 2022, Tovala decided there was a need to reconcile the disconnect between the incredibly innovative product being offered and the current representation of the brand. There was a need to reflect the boldness, uniqueness, and quality of our product that had not been captured before.
By tapping into more human-centric storytelling and pairing it with sleeker, cleaner visuals to modernize /elevate our brand, we aimed to build trust and intrigue with our customers.
The first-of-its-kind system combines a food subscription service with the tech of a smart oven. It lets you do the impossible: eat a fresh, chef-crafted, home-cooked meal without doing all the work of shopping, prepping, cooking, and cleaning.
In 2022, Tovala decided there was a need to reconcile the disconnect between the incredibly innovative product being offered and the current representation of the brand. There was a need to reflect the boldness, uniqueness, and quality of our product that had not been captured before.
By tapping into more human-centric storytelling and pairing it with sleeker, cleaner visuals to modernize /elevate our brand, we aimed to build trust and intrigue with our customers.
web
Email
![]()
![]()
![]()
A streamlined, flexible, and mobile-friendly email design system elevated to be both beautiful and functional.
A streamlined, flexible, and mobile-friendly email design system elevated to be both beautiful and functional.
Packaging
![]()
![]()
![]()
![]()
Preliminary Packaging ideation
![]()
![]()
![]()
![]()
![]()
![]()
Preliminary thought starters considering texture, material, sustainability, form factors, individual ingredients, aesthetic, functionality, and brand value.
Preliminary Packaging ideation
Preliminary thought starters considering texture, material, sustainability, form factors, individual ingredients, aesthetic, functionality, and brand value.
Transition Phase
A — Old Branding
B — Transition Phase Designs
Context
Prior to (and amidst) the planning and launch of the 2022 rebrand, our creative team felt the need to push beyond the bounds of the existing branding. [Image A]
1—We recognized the value in showcasing fresher and better designs prior to the hard launch of the new brand identity. Ultimately, there is a direct correlation between good design and a higher level of interest our brand, sales numbers, and customer retention.
2—This prompted a transitional phase of our designs where we started to explore opportunities to push the bounds of our old branding without pushing into our new brand territory. A major obstacle of this in-between period was the task of creating fresh work while being limited in our brand assets.
Solution
Our ultimate approach included punchier and bolder copy, additions to our color palette, a new typeface, and more intentional photoshoots surrounding our campaigns. [Image B]
︎
view more
To view more designs during the transition phase, visit Campaigns [Tovala]