PROJECT

CHAMELEON

Developing an adaptable brand, platform and style that caters to every individual’s needs for a new way of eating healthy through portion control in disguise.

brand personality & identity | app | packaging

Revealing healthy eating in disguise, adapting to individual portion control needs.

VISUAL | PERSONAL | ADAPTABLE | EDUCATIONAL | RESOURCEFUL

mission statement | tagline | brand values

THE BRAND STORY

Healthy eating creates the impression of eating a bowl of salad and avoiding sweets. But this is sustainable long term.

We want to camouflage this stigma surrounding healthy eating because healthy eating isn't about eating salad everyday, it's about portion control. Everything can be healthy when adapted to the correct portions.

Like a chameleon, we adapt. Adapting to individual portion control needs, taking into account age and gender because everyone's portion size varies. We see portion control as healthy eating in disguise; you get to eat all your usual food choices, just in the correct portions.

aspiration visual brand driver

THE LOGO

Combining three elements: portion plate, chameleon, + disguise. The design cleverly portrays the portion plate masquerading as a chameleon. The chameleon’s natural curve forms the plate, with the head representing the large portion, the body and tail symbolising smaller portions, and the remaining sections in the foreground.

portion plate pieces disguised within the chameleon

curved bowls, + shortened ascenders/descenders

THE PRODUCT

Revealing a sustainable, easy access and follow diet. Implementing a visual theme across the brand displaying visual prompts that you can refer to easily which eventually blends into later life becoming an unconscious reaction. Colour-changing features throughout the book reveal tips and tricks, while heat-sensitive utensils provide an interactive guidance.