Projects About

MealClub cover with blue mobile app screens, food imagery and playful nutrition branding

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MealClub hero board with rounded blue app screens, food photography and the MC mascot

Creative Direction

Visual Identity

Brand Storytelling

Art Direction

UI Visual System

Digital Brand Experience

MealClub
A playful food
learning universe

Year 2024 · Self-initiated creative system with real development collaboration

FullStack Developer

Product Designer
Brand Strategist
Creative Direction

MealClub turns nutrition guidance into a playful learning universe where food decisions feel lighter, clearer and easier to repeat.

Colour, rounded shapes, food imagery and MC make healthy habits easier to understand without making the experience feel clinical.

What this case study highlights: visual identity, mascot storytelling, UI language and food art direction can work together to make a product experience feel warmer and easier to enter.

Explain the project Only visuals

Warm

Close and supportive, with emotional safety around food choices and everyday habits.

Playful

Colour, shapes and rhythm make nutrition feel more curious, visual and memorable.

Guiding

Cards, mascot cues and clear modules help users know what to do next.

From nutrition app to friendly food universe.

The creative challenge was to move nutrition away from clinical pressure and into curiosity.

MealClub visual system board with food photography, rounded recipe cards and nutrition modules

MealClub visual system board with app screens, food content and educational components

MealClub MC mascot presented as a friendly pocket companion for everyday food decisions

MC is a companion, not decoration.

The mascot gives warmth and continuity while helping the product teach without pressure.

MealClub family cooking scene showing the MC mascot inside the playful food learning universe

The brand personality stays warm, curious and motivating.

The system makes food learning feel shared, approachable and emotionally safe.

MealClub plated meal composition used as part of the recipe and food visual system

MealClub second plated meal composition used for recipe imagery and food content design

Food imagery, colour and rounded modules build recognition.

Repeated patterns support both brand memory and product usability across recipes, education and campaign visuals.

MealClub preparation board with three recipe screens and the MC character guiding cooking steps

MealClub recipe step visual explaining apple pork loin through numbered cooking cards

MealClub educational board with ingredient cards, food choices and nutrition learning moments

Cards, imagery and learning moments turn screens into a brand experience.

The visual language explains, guides and motivates before the product asks users to repeat a habit.

MealClub mobile screens with progress tracking, daily food guidance and nutrition routines

MealClub mobile screens with blog highlights, routine cards and navigation modules

MealClub final creative board combining the MC mascot, interface system and playful nutrition identity

The outcome is a visual system that makes meal planning feel engaging, memorable and easy to enter.

Creative direction makes the habit feel lighter before the product asks for repetition.

A playful food learning universe designed to make daily nutrition feel clear, warm and repeatable.

MealClub is a digital product and creative system for everyday food guidance. The concept reframes nutrition as a friendly learning experience rather than a strict tracking tool.

I built a world where visual identity, UI modules, mascot language and food imagery work together to reduce pressure around meal decisions.

The brand turns guidance into learning through a bright, friendly digital language that helps users understand food without feeling judged or overwhelmed.

Creative premise

MealClub moves nutrition from control into curiosity, making meal planning feel educational, playful and emotionally approachable.

Visual direction

Bold blue, rounded containers, food photography and soft interface rhythm create a visual language that feels clear, bright and friendly.

Brand system

MC, recipe cards, educational modules and colour blocks create continuity across product screens, food content and communication assets.

UI storytelling

The interface becomes a learning layer: cards, prompts, mascot moments and ingredient visuals help users understand the next action.

Outcome

The result is a brand universe where healthy habits feel less like discipline and more like a guided, repeatable routine.

Process tools

I used hand sketches to test the first learning modules and AI image prototyping to explore food direction, playful compositions and mascot-led moments before refining the final creative system.

Project type: Self-initiated case study with real FullStack development collaboration.
Role: Creative direction, visual identity, brand storytelling, art direction and UI visual system.
Year: 2024
Output: Visual identity, mascot system, UI storytelling, food imagery direction, education modules and creative boards.
Focus: Making nutrition guidance feel friendly, visual, clear and easy to repeat.

Product

MealClub
A playful food
learning universe

Warm

Playful

Guiding

MealClub

Idealista Redesign

Workforce Operations Platform

Municipal Website Redesign

Premios Alcalá 2023

lumi

Hexacore

MealClubA playful foodlearning universe

Warm

Playful

Guiding

MealClub

Idealista Redesign

Workforce Operations Platform

Municipal Website Redesign

Premios Alcalá 2023

lumi

Hexacore

MealClub
A playful food
learning universe