Designing deliciously for a healthy food startup

Brand

Strategy

An aboard outside a Detox Kitchen store saying "50% off from 5:30pm"; "saving food that is too good to waste" with some vegetable drawings

Louise from Futurelabs worked closely with the fantastic team at Detox Kitchen, collaborating over a number of years as their only designer, to deliver a recognisable and desirable brand to customers across their three stores, home delivery packages, and takeaway meals.

Louise began working with the team after a large round of funding and a huge rebrand. She applied the new branding across the company's stores and materials, then worked with the team to develop and evolve the brand's identity as the company rapidly scaled. Louise also helped shape the pitch deck for their next successful round of funding.

  • —  Market research
  • —  Illustration
  • —  Concept routes
  • —  Visual design
Two posters on the wall in a Detox Kitchen store. One says "seriously good coffee" and the other says "banana bread for breakfast"

Louise applied new branding across Detox Kitchen's three London stores, including advertising materials for a new store opening. Louise then continued to create seasonal campaign materials which incorporated the evolving visual brand identity.

Detox KItchen store windows full of illustrations of eggs, avocados, bananas, lettuce and the text on the window reads  "New breakfast menu - open sandwiches, banana bread, breakfast pots"
Two feedback flyers for Detox Kitchen. The flyer reads "Tell it like it is" and behind the text is a sweet potato salad.

Louise created packaging for meals sold in department stores and health food stores, including Selfridges and Planet Organic. The ranges were regularly renewed by retailers and Louise designed an expanded range of dessert and snack packaging and seasonal style refreshes.

Packing designs sold in.a department store. The packaging is for 'Voke Poke' It reads: "Pronounced 'v-okay', a flavoursome vegetarian poke bowl with quinoa, crunchy veg, ginger onion jam and sesame dressing"
Packaging for an avocado egg wrap on a white background. The description on the label reads "free range egg wrap with avocado, tomato and hunmus"

Louise worked with the Detox Kitchen team on social media campaigns, for the brand's then 172k+ Instagram followers. Many campaign videos she designed and illustrated received 10k+ likes and recipe videos were shown on British Vogue online.

Static: Animated: An animated GIF used on Instagram. Illustrated autumnal leaves and a mix of autumnal dishes complement the messaging: 'Our new autumn menu has landed. Let us keep you nourished this season.'
Animated: An animated GIF used on Instagram. Illustrated autumnal leaves and a mix of autumnal dishes complement the messaging: 'Our new autumn menu has landed. Let us keep you nourished this season.'
Static: An animated GIF used on Instagram. Colourful shapes surround the message: 'The ultimate January re-set from Detox Kitchen based around our 4 pillars of health—mindset, movement, sleep, nutrition. Sign up for 4 weeks. Permanently change your life for the better.'
Animated: An animated GIF used on Instagram. Colourful shapes surround the message: 'The ultimate January re-set from Detox Kitchen based around our 4 pillars of health—mindset, movement, sleep, nutrition. Sign up for 4 weeks. Permanently change your life for the better.'
Static: An animated GIF used on Instagram. Tropical illustrated leaves surround the message: 'We dare you to go vegan with us for two weeks ... if it's good enough for Beyoncé. There are also a number of shots of delicious vegan dishes'.
Animated: An animated GIF used on Instagram. Tropical illustrated leaves surround the message: 'We dare you to go vegan with us for two weeks ... if it's good enough for Beyoncé. There are also a number of shots of delicious vegan dishes'.'

"Louise worked with us at Detox Kitchen for several years, and continued to produce work to a very high standard. I would highly recommend Louise for any of your design needs."

— Ellen Tewkesberry, Head of Brand, Detox Kitchen

Eco-protestors are gathered. One holds a large black and white sign, written on it is "No nature, no future".

Writing

Sustainable design

It all started with a hello

One day we'll look back on the moment we first connected. We're a friendly bunch so don't be shy now!