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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 · Creative direction and digital brand system

FullStack Developer

Product Designer
Brand Strategist
Creative Direction

MealClub turns nutrition guidance into a playful learning universe.

The creative direction uses colour, rounded shapes, food imagery and MC as a friendly companion to make healthy habits easier to understand and more enjoyable to repeat.

Creative premise

From nutrition app to visual universe

The creative challenge was to move nutrition away from a clinical or restrictive tone.

The brand turns guidance into learning, curiosity and confidence through a bright digital language.

Every visual decision supports the same promise: helping users understand food without feeling judged or overwhelmed.

Warm

Close and supportive, with emotional safety around food.

Playful

Colour, shapes and rhythm make nutrition feel lighter.

Guiding

Visual cues help users know what to do next.

Clear

Simple modules make nutrition easier to scan.

Visual direction

Building a friendly food language

MealClub uses bold colour, rounded forms, food imagery and modular UI compositions.

MC is a visual companion, not decoration: it gives the system warmth and continuity.

If the app teaches without pressure, the brand also needs to feel soft, motivating and approachable.

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

Brand personality

How MealClub should feel

Warm, curious and motivating: a companion that helps users learn without judgement.

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

Graphic system

Colour, food, modules and rhythm

Expressive colour, rounded containers and food imagery scale across onboarding, recipes, education and campaign visuals.

Repeated patterns support both brand memory and product usability.

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

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

MealClub recipe step visual explaining lomo a la manzana through numbered cooking cards

UI storytelling

Turning screens into a brand experience

The interface becomes part of the brand: cards, imagery and learning moments guide users while keeping the tone playful.

The visual language is not decoration; it explains, guides and motivates.

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

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

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

Creative outcome

What the visual system proves

The result is a visual system that makes meal planning more engaging, memorable and understandable.

Creative direction makes the product feel easier to approach and repeat.

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

Product

MealClub Product

Product strategy, UX/UI structure and interface system for a habit-focused food learning app.