One of the most common resolutions is to eat healthily, but could we make this lifestyle more approachable and help people build lasting habits?
GoodCook is a program that promotes healthy eating through social interaction and peer accountability. We designed a system with spatial, print and digital components.
Role & Contributions
- User research
- Concept ideation
- Visual design
- Natalie Harmon
- Christie Chong
GoodCook is a program that encourages healthy cooking and eating through social interaction. A pop-up shop on campus with bags of free vegetables will motivate students to use the ingredients to get cooking. From there, the bag's design and tag will direct them to the GoodCook website. Students will create accounts there, gather friends to cook for (and vice versa), and use the site as a logging tool for longterm cooking.
Spatial Piece: Pop-Up Shop
The pop-up shop draws interest on college campuses and raises awareness about healthy eating and GoodCook.
Print Piece: Bag
Our second piece is a paper bag that provides more information about the program's benefits and steps. It comes with a piece of produce and an easy recipe to follow.
Digital Piece: Website
Our digital piece is a website that includes features for scheduling who's cooking next, setting health goals, marking favorite recipes, and more.
For our audience, we decided to focus on college students like ourselves because there is a great need for better eating habits on a college campus. We conducted interviews with our peers to find out about their cooking and eating habits.
We were surprised to find that students avoid cooking mainly because they feel incompetent at it. So, we aimed to help people overcome their fear of cooking by presenting it as a simple and beneficial habit for their health. We also realized that a social aspect to cooking was helpful to 1) encourage quality cooking and 2) holding accountability. Thus, our secondary goal was to focus on cooking in community.
I don't really know how to cook. I kind of just make whatever, because it's easier.
Once we had our concept, we started working on forming our visual language. We tested out many different colors and visual styles in our process, asking people how each style made them feel. We sought to create a visual voice that felt fun, playful, and exciting.
In the end we decided on a unique, off-beat color palette and vectored graphics for clean edges. When we showed it to people, we found that the colors felt more exciting than a realistic palette, and the art style felt quirky. Ultimately, the combination made for a memorable visual style, and that is valuable for a brand. For our typography we chose the Gotham font family for its round, friendly qualities.
Final Style Guide
This visual style guide describes our research validation, the context in which each piece exists, and the relationship between our written content and imagery.
Probably the only time I make real food is when I'm having people over. I've gotta impress. And it's fun to cook together.
We used sketches and mock setups to explore ways to create an attention-grabbing spatial piece.
Bag iterations consisted of testing the size of our graphics when printed and testing our colors on brown paper.
For the website, we mocked up key pages like the dashboard to communicate the site's intended purpose. We worked to transfer our patterns from print to a digital platform and keep a cohesive visual language.
- Defining a problem and identifying its constraints, audience, physical context and assumptions going in
- Discerning the differences in designing for long-term use (website) and short-term calls to action (pop-up shop, bag)
- Designing a cohesive system with multiple touchpoints
- Developing a visual voice that is appropriate for an intended message and subject matter
If I were to do this project again, I would rework the website and pop-up shop to take better advantage of the affordances of those media. For example, the web experience could be more dynamic, where it is currently being treated like a print piece. I would also like to think deeper about the system of services that would support this program, such as partnerships with local vendors to fund the produce giveaways.