Pigkit Online Meal-kit
Branding, Packaging, Social Media, Marketing
Client
Pigkit by Piggy's Island
Discipline
Online Meal Kit Service
Location
Toronto, Ontario (Delivery Service all over GTA)
Duration
8 months (October 2023 to June 2024)
Website
Opportunity/Challenge:
Pigkit was conceived as a meal kit brand designed to appeal to busy modern consumers. The primary challenge of this project was to create a distinctive brand that could stand out in the already saturated meal kit market while conveying a friendly and healthy image to the target audience.
Solution:
The name "Pigkit" was crafted by combining "Piggy," the mascot of Piggy's Island, and "Kit" from meal kits. This name was chosen for its playful pronunciation "Pick it", making it easy to remember and reinforcing the brand’s friendly and approachable image. The brand identity focused on a vibrant and healthy image, using bright, cheerful colours and a simple, intuitive logo design that would be instantly recognizable to consumers. The website was designed with a clean and intuitive UX/UI, ensuring that it would be easy to navigate for both first-time users and experienced shoppers. It also supported both Korean and English, making it accessible to a diverse range of users, including younger adults and seniors.
The goal was to craft a logo that felt both modern and approachable, reflecting Pigkit's vision of expanding from online platforms to physical meal kit stores and mini restaurants. Drawing inspiration from this vision, I explored several concepts, aiming for a design that combined simplicity with a welcoming vibe. Vibrant colours and rounded shapes were chosen to convey energy and friendliness, making the logo both lively and memorable. After refining the design through iterations and feedback, the final logo effectively captures Pigkit's core values and stands out with its clear, recognizable identity.
During the web design phase, the focus was on creating an intuitive user experience for a diverse range of customers, including both young adults and seniors. The web design was crafted to be accessible, utilizing visual cues to guide users through various scenarios. Menus and information pages were designed with a clean and readable layout to ensure easy navigation. The homepage was optimized to prominently display social media notifications, allowing users to quickly catch event updates and promotions.
Instagram content was primarily in English, while the Korean messenger platform emphasized Korean text. The website provided users with the option to choose between Korean and English. Balancing both languages on a single Instagram page posed a significant challenge, as including lengthy texts in both languages could compromise readability. To address this, posts with substantial text were designed using a unified color scheme to maintain visual harmony and enhance clarity. This multifaceted approach has led to an increase in followers across platforms, reflecting a strong interest in our concept.
The meal kit packaging was crafted with convenience and freshness in mind. Ingredients are vacuum-sealed into single kits to maintain their quality. Recipe cards for weekly combos are printed on a single page, while individual items come with easy-to-use recipe cards. Ready-made meals are neatly packed in bento boxes for quick, convenient consumption.
Our eco-friendly delivery approach includes the "Piggy Bag", a reusable insulated bag provided with the first delivery. This sustainable solution not only supports environmental conservation but also offers practical use for customers' grocery needs.
The packaging features vibrant colours, product images, and clear typography to convey freshness and convenience. Bright colours and engaging visuals align with Pigkit's friendly image, ensuring instant recognition on shelves. The straightforward typography makes it easy for customers to identify the product and its features.
Customer feedback highlights the thoughtful design, which simplifies meal preparation and enhances the overall experience. The intuitive packaging and clear recipe cards reinforce Pigkit's commitment to user-friendly and high-quality products, strengthening the brand's identity and improving customer satisfaction.
Outcome:
Pigkit was successfully launched, receiving positive feedback from consumers for its vibrant and approachable branding and easy-to-use website. The vibrant and approachable design of the Pigkit packaging and branding was instrumental in establishing a strong first impression with customers. By using bright colors and engaging visuals, the design created a welcoming and memorable brand experience. This contributed to higher customer trust and confidence, which led to increased conversion rates and repeat purchases. The intuitive design of the website and packaging facilitated a seamless shopping experience, further driving customer satisfaction and boosting sales. Since the launch of the online meal kit brand, Pigkit has generated $84,000 in sales and reached 26,000 customers since January. The social media strategies I developed played a crucial role in expanding our market reach and resonating with our target audience. These strategies significantly increased brand visibility, resulting in a 30% rise in followers. Notably, our customer base primarily consists of single households and families of various sizes, ranging from young adults to seniors, highlighting our strong appeal in the core meal kit market.
