Gousto 

A case study 

THE PROJECT:

I decided to select an existing company and rebrand it.

THE COMPANY:

I chose Gousto, a sustainability focused, fresh-food delivery company headquartered in England. The firm provides seasonal, quality products to its customers. To maintain sustainability, the quantities of ingredients are precisely measured to avoid any waste. I decided to rebrand Gousto because I believe their visual identity is not representative of these sustainable objectives.

Original Logo

Original Logo

New Logo

New Logo

I decided to keep red as the primary color because in the food industry red is known to trigger appetite. However, I added green as the secondary color to associate the brand with the ideas of natural, fresh, and healthy ingredients. I also selected a more traditional font to match Gousto’s view on cooking.   

Logo on white paper

THE ONLINESS STATEMENT:

I had to create a concept that would differentiate Gousto from other sustainable food companies. To avoid pollution, the firm already provides craft packaging. I believe Gousto could push this concept even more by giving their customers the opportunity to return their waste. The company will then oversee recycling this waste, which will create a fully sustainable waste management.

Gusto is the only food delivery company that allows their customers to send their food waste to be recycled by the firm.

Waste bag

THE MOOD BOARD:

I made this mood board as a guide for the visual identity of the brand.

Moodboard Gousto

THE BRAND BOOK:

This document summarizes all the work I created around this company from the start (creation of customers personas) to the end process (logo guidelines).

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