FOOD BLOGGER

INDUSTRY

Born out of a desire to showcase simple, family-friendly recipes, a big part of Effortless Foodie's brand essence is playfulness, which she wanted her new visual identity to express but without being childlsh.

VISUAL IDENTITY
BRAND ILLUSTRATION
E-BOOK DESIGN

Beth is a family-focused food blogger who had outgrown her DIY logo and wanted professionally-designed branding to take her successful blog to the next level.

SIMPLE | PLAYFUL | INVITING

Effortless Foodie

PLAYFUL / creative / carefree / laid back
warming / comforting / COLOURFUL / rich
saturated / APPETISING / nurturing / friendly
ENERGISING / simple / expressive / casual
upbeat / HUMAN / approachable / unfussy

keywords

We went with two delicious saturated tones for Beth's primary brand colours – both of which conjure up rich, comforting flavours. The warming spiced orange of a good curry (red and orange are known to induce appetite), and a very deep teal akin to winter leafy veg. Lighter tints of these core colours are used to highlight website sections and add depth to the illustrations – a pale flesh tone that brings the nurturing human touch, while the very light blue is sunny and uplifting.

brand palette

Taking chalkboard meal planners, grocery lists and handwritten recipes passed down the generations as our inspiration, we used a handwritten brush font with energy and movement to reflect both the busyness of family life and Beth's quick and easy recipes. The custom apron illustration represents the nurturing home cook, with more playful movement added through its tilted elevation and free-flowing ties. Beth loved her little apron favicon so much that she commissioned a series of custom illustrations in the same style to represent each of the recipe collections on her blog.

DESIGN NOTES

“Hannah has been fantastic to work with. She delves in deep to really understand your brand ethos and what you want/need. She's also extremely flexible and delivered on schedule. I've already booked her for my next project.”

Beth, Effortless Foodie

Beth continues to be a repeat design client, and has even included Limelight Creative in this article: “My top 7 blogging resources that helped me grow my own food blog from 0 to 350k sessions/month in just 2 years.”

e-book design and beyond

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