— Matsmart

Creating a stronger visual identity & shopping experience for swedens largest food waste movement.

Background

Matsmart is tackling the enormous challenge of reducing today's food waste in Sweden, Norway and Finland by selling food products that can not be sold through conventional stores any longer due to package design changes & damages, overproduction or short best-before-date. Matsmart products can be ordered through their website and directly send to your doorstep.

Challenge

The challenge was to find a good balance for the redesign of Matsmart's visual identity without loosing its modest and unsophisticated character and to leave it with a modernized face lift in order to maintain a certain degree of recognition value. Part of the challenge was to understand its customer base and to investigate what was needed in order to make the actual service better.

My Work

Visual Identity
Print Design & Production
UI/UX Design

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Before the Redesign

It was quite challenging to redesign Matsmart’s brand in the beginning, but as my understanding of the companies’ core values and user needs constantly grew I was able to create, test and integrate new design guidelines. Furthermore, after several user workshops and tests we were able to investigate further user needs and rebuild the service platform accordingly.

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