Fresh From The Field – Prep By White Rabbit

3 months ago by

Prep were looking for a more professional brand identity and a clean, modern and user-friendly website, so White Rabbit were tasked with a brief to redesign their logo and developing an ecommerce website with increased usability, which was user-friendly. The end result is a well-crafted, clean and organic aesthetic, while reflecting a slight handcrafted look, providing a slight nod to the homely style meals that Prep offers.

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The Brief / project Kaupapa:
As the name suggests, Prep Plant Based Meals supplies ready-to-prepare meals with plant-based ingredients. It competes in a market showing impressive growth, so it needed a brand identity that would resonate with customers, and a website that ensured a smooth and hassle-free purchasing process. Their existing website and brand identity were not reflecting the quality of Prep’s food and service. The Prep team were eager to establish a more professional brand identity, along with a clean, modern and user-friendly website. We were tasked with a brief to redesign their logo and develop an e-commerce website that would draw new customers, retain existing customers and lead to an increase in sales. We conducted thorough research, including sampling their delicious meals – hey, it’s a hard job, but somebody’s got to do it.

The Design Response/what was created:
We were excited to jump down the rabbit hole on this one as it meant using the diverse range of skills that our team have here at White Rabbit. Branding, Illustration and Web Design were all required to bring this project to life.

Naturally, we began with their logo design. Our team wanted the logo to represent the passion those in Prep have for plant-based foods and appeal to their predominantly vegan market. Our graphic designers illustrated a logo icon that combines the letter P with the shape of a leaf. By using negative space we created a fun. memorable and iconic new look for the company. While it was required to use green for the logo, we avoided the Bright greens already associated with the likes of Hello Fresh and My Food Bag. A striking deep forest green colour was used. For the typeface, we went with a modern, expressively handmade, and highly humanist font. This provided a clean aesthetic while reflecting a slight handcrafted look, providing a slight nod to the homely style meals handcrafted in the Prep kitchen.

For the ecommerce website, we took a deep dive into their business tounderstand their objectives, pain points and the competitive landscape. We wanted to make sure the re-design of the website was a lot more user-friendly than the existing site, simplifying the customer journey while also providing an engaging experience.

We achieved this with a modern, fresh design style, rounded corners to soften the look and custom illustrations and icons to enhance the brand. We also added functionality like subscriptions, a DIY pack maker and after pay.

The main goal behind the Prep website is to encourage meal kit sales to both existing and new customers.  Achieving this required a high level of UX and UI  design. In order to further increase conversions, we added strong calls to action along with other best practises. Our team optimised the checkout process with a sleek design and intuitive steps that make the purchase both easy and enjoyable.

The Collaborators (creative team/app developers/consultants etc):
  • Simon Ellery
  • Nicole Wong
White Rabbit:


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