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, cutting out carbs and avoiding sweets. But none of this is sustainable long term, with many people fading back to their normal diet.

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.

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.

aspiration visual brand driver

Chameleon typeface with curved bowls, and shortened ascenders and descenders

negative shape portion plate pieces

portion plate disguised within the chameleon's head

THE LOGO

The logo combines four key elements: the portion plate piece, a chameleon, disguise, and a plate shape. It creatively incorporates the chameleon's curve as part of the portion plate, using the large portion piece as the head and the body detail and tail to represent the smaller portion pieces, while the foreground highlights the remaining portion pieces. Cleverly conveying the concept of healthy eating in disguise, with the portion plate cleverly masquerading as a chameleon.