Planter is a new service offering a balanced, personalised and plant-based food plan tailored to users’ lifestyles and personalised to all family members’ needs. The plan offers a selection of more than 1400 vegan recipes created by Carlotta Perego from “Cucina Botanica”. Dr Silvia Goggi, a nutritionist specializing in Food Science and co-author of the plant-based diet guidelines, created the service's algorithm.
Planter is a new service offering a balanced, personalised and plant-based food plan tailored to users’ lifestyles and personalised to all family members’ needs. The plan offers a selection of more than 1400 vegan recipes created by Carlotta Perego from “Cucina Botanica”. Dr Silvia Goggi, a nutritionist specializing in Food Science and co-author of the plant-based diet guidelines, created the service's algorithm.
Healthtech
2022
Planter
Planter subverts the idea that a plant-based diet requires a great organizational effort and does not easily adapt to every phase of life.
We have helped Planter realize the dream of a sustainable plant-based food style through a digital subscription service that enables you always to obtain different step-by-step recipes, balanced according to your lifestyle and personalized to family members' tastes.
Together with Planter, we defined the service's value proposition, starting from the market analysis and involving more than 35,000 people to understand their spending habits and food interests. We, therefore, designed the brand identity and the experience of the site's mobile app.
We created an intuitive and effortless experience by developing a design system aligned to their brand identity, capable of characterising the algorithm behind personalised food plans.
Thousands of recipes developed by Carlotta Perego from “Cucina Botanica” are powering the entire system, expertly balanced by Dr Silvia Goggi and her algorithm, based on users' habits and preferences.
For this reason, the experience has been designed to support constant changes, evolutions and all the happenings that can arise in everyday life:
Recipes doses are calibrated to users' needs to meet the most diverse contexts, from singles to large families, to promote health and limit waste. We also designed an inspirational section to explore over 1400 seasonal recipes that are continuously updated.
Planter promotes a plant-based diet that is suitable for everyone at every stage of life and accommodates specific needs.
Tailored food plans are provided for particular allergies and intolerances. Particular attention goes into the little ones right from the weaning phase, a moment in which it is essential to receive the proper nutrients and a correct diet to guarantee full health throughout life.
The app provides qualified support through a team of nutritionists and vegan (non-bot) nutrition experts available seven days a week to answer questions and help maintain a balanced and healthy diet.
The logotype was designed, starting from the basic typography and inspired by organic and natural shapes. The symbol comprises an arrow and half of a plate to tell the purpose of the service and recall the image of a vegetable, perfectly expressing Planter's value proposition.
We created brand guidelines with essential tools for all brand applications to satisfy Planter's internal communication needs with partners and, above all, with users.
Planter's experience is designed to reduce the mental and organisational load of eating more vegetables, helping users plan and create balanced and healthy meals. Food plans follow seasonality and are tailored to each family member's needs while avoiding food and money waste.
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