Maple Blue

Rebranding an online meal prep company to help people feed their roots.

Overview

Objective

Devin Weik had run into nothing but problems with the agencies he'd worked with in the past. As a result he was left with a name that didn't resonate with him or his audience, a shoddy logo, and a void to be filled with good story.

Idea

Our brand identity concept for his online meal prep company dug into his experience working on a farm in Connecticut. Just like the crops he helped grow, his clients needed to be nurtured and cared for so they too would grow healthy.

Solution

We scrapped any hints of the "shredded" gym-rat vibe his previous agencies had left him and focused on turning Maple Blue into a caring company that just so happens to make delicious, ready-to-eat meals.

Project Scope

Brand Strategy
Creative Direction
Brand Naming
Logo Design
Style Guide

Brand Naming

Dynamic Nutrition did not speak to the story this brand was telling. The name Maple Blue was inspired by the Maple Trees that surrounded Devin in Connecticut. With the proper nutrition, they can withstand any storm or seasonal change and humans are no different. Feed Your Roots.