Mission Statement + Tagline
Project
Chameleon
Overview
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.
Expertise
Brand Personality
Identity
Mobile UI/UX Design
Packaging
Photography
THE SOLUTION
Revealing Chameleon, a sustainable and accessible way to make healthy eating easier through intuitive portion control, personalised guidance, and engaging user interaction.
At its core a visually adaptive experience built around the adaptive nature of a chameleon. The logo, a portion plate disguised as a chameleon, alongside a bespoke typeface, bold colour shifting interfaces, organic forms and hidden visual details work together to create an intuitive brand experience that visually guides balanced eating through shape, proportion, and playful disguise.
The app helps users visualise correct portion sizes using tailored portion plate overlays, while encouraging long term motivation through a gamified points system. Working with personalised, adaptive recipe system that extends into a physical experience, combining practical kitchen functionality with interactive print design displaying visual prompts that you can refer to easily which eventually blends into later life becoming an unconscious reaction.
THE LOGO
Combining three elements: a 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. Paired with a bespoke typeface that mirrors the chameleon’s form through curved bowls, shortened ascenders/descenders, and rounded feet. Overall the identity feels cohesive, approachable, and adaptive.
Portion plate pieces disguised within the chameleon
Bespoke typeface with curved bowls, + shortened ascenders/descenders
THE APP
The Chameleon app makes healthy eating easier through personalised portion control. Starting with a personalised setup, users create profiles, selecting their plate style, size, and food preferences. Recipes are tailored to each profile, with ingredient quantities automatically adjusted to the correct portion sizes to reduce waste.
A dedicated Cooking Mode provides step by step instructions with visual ingredient guides, large touch friendly buttons, and voice control, alongside features to save favourite recipes and add ingredients directly to a built in shopping list. Users can also scan their meals and receive a "balance score" to earn points and vouchers.
Visually, the app reflects the Chameleon identity, using shapes from the logo throughout the interface. Like a chameleon, the app adapts its colours to user preferences, with colour coded pages and a rotating portion plate menu creating a cohesive user experience.
Brand Values
THE RECIPE BOOK PACK
The Chameleon recipe book is designed as a personalised extension of the app. Customers can customise the front cover colour from the Chameleon palette, choose a book name, and select how many people the recipes are for, with ingredient quantities automatically adjusted.
Designed for practical kitchen use, the book features waterproof pages for easy cleaning and an adaptable binding that allows users to reorganise pages, along with heat activated touch points that reveal hidden cooking tips.
The accompanying box packaging continues the brand language through the signature arch shape, housing the recipe book and measuring spoons. Custom imagery is carefully composed around the logo and typography to reflect the idea of adaptation, with a disguised chameleon bar-code and personalised details extending across the packaging design.
