A design system for plant-based nutrition

The Physician’s Committee for Responsible Medicine wanted to encourage people to embrace a plant-based diet. They had little brand presence and no consumer facing identity. I developed the initial brand aesthetic and UI for a suite of products that included a site, native app, and recipe index.
Mood board
An appetizing diet, backed by science
The design strategy reinforced the user needs by leading with appetizing, surprisingly vegan, food backed up by tips and health benefits.
ALDF desktop