Eat Smart Be Active felt their current materials were visually outdated and difficult for low income families to follow and understand. After an initial informational and discovery meeting, it became clear what they wanted to convey as an organization. It was then narrowed down into six words: Simple, Smart, Friendly, Accessible, Vibrant, and Fun. Jill used these six words to inform the visual part of the brand.
The biggest challenge Jill faced was finding a perfect balance between creating materials with a modern, polished look while making sure everything felt tangible to families that may not be used to grocery shopping or cooking. Jill’s main goal throughout this rebranding process was to make the materials and photos as easy and clear to understand as possible while still giving Eat Smart Be Healthy a fresh, updated look.
Art Direction
- Photography
- In-Studio Shoots
- Food Styling
Brand Management and Design
- Logo
- Colors and Fonts
- Cookbooks
- Workbooks
Eat Smart Be Active Mood Board
Jill started by collecting images and design samples that aligned with the six words chosen and Eat Smart Be Active’s brand voice.
Eat Smart Be Active Logo
Eat Smart Be Active Primary Color Palette and Fonts
A vibrant, fun color palette and modern fonts created to align with Eat Smart Be Healthy playful, smart, and accessible brand and a welcoming script font for friendly headlines.
Dark Red
Light Red
Green
Light Blue
Dark Blue
Pacifico
Aa
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Helvetica
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
PT Serif
Aa
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Eat Smart Be Active Brand Photography
Eat Smart Be Active produces an educational cookbook annually. The team photographed numerous recipes with a minimal budget, gathering props from home and shooting as quickly as possible in a borrowed commercial kitchen.
Eat Smart Be Active Brand Photography
Photos shot from above looking down
All of the photos were taken from above looking down so the food was clear, minimal, and easy to see. Shooting the photographs overhead and straight on with white dishes and simple textures was the perfect way to get a modern look and still allow the food to be simple and easy to understand.
Eat Smart Be Active Brand Photography
Photos aren't perfect and incorporate a little mess
All photos were shot as if someone had just cooked them in their kitchen at home. It was important the photos weren't too clean or sterile because they wouldn't seem real or tangible. The subtle messiness allowed the recipes to feel accessible and fun to people who weren't as familiar with cooking.
Eat Smart Be Active Brand Photography
Photos include pops of bright color
All of the photos use food or textiles to incorporate bright pops of color similar to the vibrant, fun color palette. This helped the photography align closely with the brand and gave a friendly, welcoming look.
Collateral Samples
Credits: Photographer: Joe Mendoza, Creative Director: Elias Martinez