rebranding
Rebranding Cozymeal
COMPANY
ROLE
documentation
duration
Jan'23 - May'23
company background
Who is Cozymeal
Cozymeal is an online marketplace in the US and Canada that offers a variety of culinary experiences like team-building events hosted by top-rated local chefs, immersive cooking classes, food tours, free recipes, city guides, private chef experiences and much more. It was founded in 2014 in San Francisco, California by Sam Nasserian.
Company Mission
Cozymeal’s mission is to deliver a unique culinary experience enabling customers to find high-quality products and experiences around food and alcohol with just a few clicks. They also want to build confidence with their customers that they can always rely on the quality of products and services that Cozymeal offers. They also want to empower their partners (chefs, food tour guides, etc), for them to make a good living through their platform while staying independent.
Rebranding Process
company research
Conducted extensive research on the company's history, background, mission, & vision to gain a deeper understanding of its core values & strategic direction. Analyzed product attributes, key features, & unique benefits to identify differentiators in the market. Evaluated their competitors, target base and the brand’s overarching purpose to inform branding and design decisions.
planning & ideating
Developed a comprehensive brand narrative that captures company's identity, core messaging, & long-term vision. Created user personas & brand archetypes that aligned with the intended audience & market positioning. Designed an initial mood board to serve as the foundational reference for the brand's design elements, color schemes, typography, & overall aesthetic.
creating brand assets
Undertook a complete redesign of the company’s brand identity, including the development of a refined logo. Created high-fidelity website mockups to enhance the company's digital presence & improve user experience. Designed a cohesive set of branded stationery & marketing assets, like business cards, & advertising materials, ensuring consistency across all brand touchpoints.
the brand style guide
Synthesized all research findings & newly created brand assets into a comprehensive brand style guide. This guide serves as a reference document outlining the brand’s visual identity, tone of voice, typography, color palette, and usage guidelines to ensure consistency across all platforms and communications.
Company Narrative
Where Home Meets Hospitality
At Cozymeal, we believe every meal is more than just food—it’s a moment to connect, a chance to share stories, and a journey through different cultures. We’re not just a service; we’re the bridge between passionate home cooks, food lovers, and the art of authentic culinary experiences.
Driven by a love for bringing people together, we’ve created a vibrant community where talented chefs, food enthusiasts, and local experts come together to share memorable meals and hands-on learning.
We deeply value the trust our customers place in us, and we’re committed to delivering real, high-quality experiences with every bite. At Cozymeal, we’re all about creating memories, one meal at a time.
Archetypes
User Personas
Mood Board
Creating a mood board was a crucial step in developing a cohesive brand identity, allowing me to visually explore and define the brand’s aesthetic. By curating colors, typography, and imagery, I established a warm and inviting atmosphere that aligns with the theme, "A Warm & Gourmet Adventure." This process helped refine my design choices, ensuring that elements like the earthy color palette and the combination of Baron and Jua fonts reflected the brand’s organic yet modern personality. Additionally, the mood board served as a valuable communication tool, making it easier to convey my vision and streamline creative decisions. Overall, it enhanced my ability to tell a brand’s story through visual language while reinforcing my conceptual and practical design skills.
Logo & Style Guide
I designed the Cozymeal logo with the intention of capturing a warm, organic, and inviting aesthetic that aligns with the brand’s identity. The logo features a stylized "C" incorporating leaf-like elements, symbolizing freshness, natural ingredients, and a wholesome dining experience. The curved shapes add softness and an approachable feel, reinforcing the "cozy" aspect of the brand.
The color palette consists of earthy green tones and a warm orange hue, each chosen with purpose. The deep green (#3A5F41) represents freshness, trust, and sustainability, while the minty green (#C6DAD0) adds a light, airy touch, creating balance. The warm orange (#E78A24) introduces energy, warmth, and a gourmet appeal, making the overall aesthetic both cozy and vibrant.
The leaf-inspired graphic element used throughout the branding reinforce the themes of nature, freshness, and sustainability. These leaf motifs not only complement the logo but also add a dynamic, flowing visual that enhances the brand’s connection to wholesome, high-quality ingredients. The repeated leaf pattern creates a sense of movement, symbolizing growth and a fresh culinary experience.
For typography, I selected a primary font with rounded, organic shapes to create a friendly yet sophisticated look. The slightly bold, soft-edged typeface evokes comfort and approachability while maintaining readability. The secondary font, a clean and structured sans-serif, complements the primary font by adding contrast and clarity, ensuring versatility across branding materials. Together, these elements create a visually cohesive identity that reflects Cozy Meal’s emphasis on warmth, freshness, and a premium culinary experience.
Stationery Kit
The Cozymeal stationery set, which includes a business card, envelope design, and letterhead, maintains a cohesive and professional brand identity while reflecting the warmth and organic feel of the brand.
The business card is clean and modern, featuring the logo prominently alongside essential contact details. The use of the brand’s warm orange for the name adds a touch of personality and hierarchy, while the leaf pattern subtly enhances the visual appeal without overpowering the design.
The envelope design is minimal yet elegant, with the logo and contact information neatly placed, ensuring clarity and professionalism. The signature leaf pattern in the corner adds a touch of warmth and reinforces the brand’s natural and fresh aesthetic.
For the letterhead, the branding is kept simple and refined, allowing for readability while still maintaining visual interest. The vertical leaf pattern on the right side creates a unique yet subtle framing effect, making the document feel more dynamic while staying consistent with the brand’s identity. The placement of the logo in the top left ensures immediate brand recognition, and the footer maintains a structured, professional look. Overall, this stationery set effectively translates Cozy Meal’s brand essence into functional and aesthetically appealing business materials.
Social Media Kit
Cozymeal's branding in these social media posts was designed with the goal of emphasizing a cozy, hands-on, and immersive experience for food and drink enthusiasts. The mix of real-life imagery and illustrations caters to different audience preferences while maintaining a consistent color palette and inviting tone. These designs have two different approaches:
Photography-Based Posts (Left Side)
Visual Approach: Uses real-life images of people enjoying the experiences. The cocktail post features a celebratory moment with glasses clinking, while the baking post showcases a group engaged in hands-on learning.
Emotional Appeal: Feels warm, social, and inviting—ideal for attracting audiences who want an authentic, relatable experience.
Call-to-Action (CTA): Uses clear, bold buttons and text like "REGISTER NOW" in orange to drive immediate action.
Brand Perception: Highlights the community aspect of Cozymeal’s events, making it feel like an experience worth sharing with friends or loved ones.
Illustration-Based Posts (Right Side)
Visual Approach: Features hand-drawn line art of cocktails, baking tools, and ingredients in a minimalist, artistic style.
Emotional Appeal: Feels more curated and aesthetic, appealing to an audience that values design and refined, artisanal experiences.
Call-to-Action (CTA): Still present but visually subtler compared to the photography-based version.
Brand Perception: Gives off a sleek, high-end, and creative feel, making the event seem exclusive and skill-focused.
Website Redesign
The Cozymeal website redesign was created to enhanc the user experience with a modern, clean aesthetic featuring a sophisticated dark green and neutral color palette accented by warm orange CTA buttons. High-quality imagery highlights the immersive and social nature of the experiences, while strong visual hierarchy and intuitive navigation make it easy for users to explore.
The homepage immediately engages visitors with a compelling tagline, a prominent search and filtering system, and visually distinct service categories like cooking classes, food tours, and alcohol tastings. Each section, from cooking classes to food tours and team-building activities, is structured to provide detailed information, advanced filtering options, and clear booking CTAs, ensuring a seamless browsing experience.
The redesign includes major client logos like Apple, Amazon, LinkedIn, and Netflix. The structured layouts, engaging headlines, and well-placed conversion elements create an efficient user journey while reinforcing Cozymeal’s reputation as a premium platform for culinary experiences.
To further enhance engagement, incorporating interactive elements like hover effects, customer testimonials, and personalized recommendations could make the browsing experience even more dynamic and conversion-driven.
Click here to view Interactive Figma Prototype
Brand Style Guide
The newly designed Cozymeal Brand Style Guide establishes a cohesive and modern visual identity that reflects the brand’s commitment to premium culinary experiences.