ZOE is a is a nutrition-health company. They aim at improving people’s life through unique personalised diet. The product being quite unprecedented and complex to understand and use, the challenge was to make it more user-friendly and accessible, whilst keeping their scientific credibility. The growing start-up needed to reshape their brand identity and tone of voice, and word their values and tone. Together with ZOE’s team and Ragged edge, we created a whole new strong and recognizable identity, a practical design system, and clearer instructions and communications on the product.
A nutrition program personalised for your body
Branding
Art direction
UX/UI Website + Mobile
Packaging
I’ve worked with:
Ragged edge
ZOE
Photography guidelines book. Type of people, interactions, food and lighting… Translating the new company pillars and values into a practical visual guide for future shootings, or online purchase of imagery.
Scientific but humans focused
Their previous positioning was really science focused, but it lacked of human and warmth. After all, it is all about the users and their unique biologies. The new identity will be more people centered and human. be more accessible and didactic, whilst staying credible.
A brand new illustration style,+100 New illustrations for the app and instructions.
The product being a home testing kit, it is crucial and delicate to explain it well. The challenge here was to make those instructions really clear, and not too scary (their blood test especially scared people) or revulsive (the gut health test). Working along with a team’s copyrighter I reworked all the instructions for the product to be clearer, easier. The graphics are bolder, and more premium, aligned with the brand.
Instructions restyling
Art direction, photography and illustrations for the 4 instructions leaflets featured in the kit, as well as in the ZOE app
An all editable kit system
I photographed ZOE’s kits content, and used it as a collage with a set of hand gestures and graphics. All are interchangeable and anyone in the company can build new instructions based on this set, or create new ones based on the illustrations guidelines provided.
