Foodfren*

(001)

Foodfren is a nutrition companion built from zero — a brand that makes healthy eating feel like a friend, not a diet. As Art & Creative Lead, I owned the full brand world: identity, art direction, graphic system, and every touchpoint from ASO and web to the launch campaign.

SUMMARY

What's been done in the project?

• Built the brand identity from zero — serif wordmark, asterisk symbol, colour and type system.
• Set art direction on 'realistic nutrition': real food, real routines, no diet-culture gloss.
• Designed the graphic system — illustration, patterns, and playful copy tiles that carry the voice.
• Art-directed portrait photography that captures users' inner confidence.
• Designed in-app content: recipe cards, nutrition education, and food guides.
• Crafted ASO creatives and the web experience for launch.
• Took the brand out of home — billboards and launch campaign visuals.

SUMMARY

Realistic nutrition, real life.

Not styled plates on marble — the food people actually make on a Tuesday. The art direction is built on daily routines and real-life moments: high protein, high fiber, whole foods, shot in real kitchens in the light that's already there. Because eating well isn't a lifestyle you buy into — it's the one you already have, made a little better. Every frame had to look like something you could repeat tomorrow.