Gousto
Rolling out the rebrand that set the stage for Gousto's journey to become a $1bn unicorn.
Background
Gousto supplies subscribers with recipe kit boxes which include ready-measured, fresh ingredients and easily followed recipes.
During an inflection point in the the start-up's user growth, it was decided that the company needed a strategic rebrand to differentiate itself more from competitors such as Hello Fresh and position the brand more as a food-tech company than a food company.
Gousto - Multiple screen views
Background
Gousto supplies subscribers with recipe kit boxes which include ready-measured, fresh ingredients and easily followed recipes.
During an inflection point in the the start-up's user growth, it was decided that the company needed a strategic rebrand to differentiate itself more from competitors such as Hello Fresh and position the brand more as a food-tech company than a food company.
Gousto - Multiple screen views
Background
Gousto supplies subscribers with recipe kit boxes which include ready-measured, fresh ingredients and easily followed recipes.
During an inflection point in the the start-up's user growth, it was decided that the company needed a strategic rebrand to differentiate itself more from competitors such as Hello Fresh and position the brand more as a food-tech company than a food company.
Gousto - Multiple screen views
Role
My role was to adapt the provided outline brand guidelines and roll out rebranded UI across responsive web, iOS and Android channels. The timeline was extremely tight, constrained by a fixed launch date, with many other ATL and BTL marketing campaigns in motion to support this.
Gousto - Sketch
As is often the case (at least at the time), the brand guidelines were geared more towards non-digital channels. This means that I had to go through a process of reviewing them with a digital eye to pick out issues such as accessibility problems with colours (the main brand colours; red and purple were both problematic in terms of contrast and legibility in text, for example) and devise ways to work around them.
Because the guidelines were light on detail for digital channels, it gave a lot of room for me to interpret how they should translate to UI elements and think creatively as to how to bring the new brand to life. There was opportunity to incorporate my illustration skills to enhance areas such as new customer onboarding.
Role
My role was to adapt the provided outline brand guidelines and roll out rebranded UI across responsive web, iOS and Android channels. The timeline was extremely tight, constrained by a fixed launch date, with many other ATL and BTL marketing campaigns in motion to support this.
Gousto - Sketch
As is often the case (at least at the time), the brand guidelines were geared more towards non-digital channels. This means that I had to go through a process of reviewing them with a digital eye to pick out issues such as accessibility problems with colours (the main brand colours; red and purple were both problematic in terms of contrast and legibility in text, for example) and devise ways to work around them.
Because the guidelines were light on detail for digital channels, it gave a lot of room for me to interpret how they should translate to UI elements and think creatively as to how to bring the new brand to life. There was opportunity to incorporate my illustration skills to enhance areas such as new customer onboarding.
Role
My role was to adapt the provided outline brand guidelines and roll out rebranded UI across responsive web, iOS and Android channels. The timeline was extremely tight, constrained by a fixed launch date, with many other ATL and BTL marketing campaigns in motion to support this.
Gousto - Sketch
As is often the case (at least at the time), the brand guidelines were geared more towards non-digital channels. This means that I had to go through a process of reviewing them with a digital eye to pick out issues such as accessibility problems with colours (the main brand colours; red and purple were both problematic in terms of contrast and legibility in text, for example) and devise ways to work around them.
Because the guidelines were light on detail for digital channels, it gave a lot of room for me to interpret how they should translate to UI elements and think creatively as to how to bring the new brand to life. There was opportunity to incorporate my illustration skills to enhance areas such as new customer onboarding.
Outcome
This was one of the most frenetically paced projects I have worked on but it was delivered on time, with all channels live with the new rebrand in time for the launch date. Since the rollout, Gousto's user base has skyrocketed, propelling the brand to a (private) market value of over $1Bn dollars, qualifying it as a true tech 'Unicorn'. I'm proud to have played a small part in the story.
Post the rebrand launch I also contributed to work on a new user Dashboard, Menu and Checkout process with the in-house team.
Outcome
This was one of the most frenetically paced projects I have worked on but it was delivered on time, with all channels live with the new rebrand in time for the launch date. Since the rollout, Gousto's user base has skyrocketed, propelling the brand to a (private) market value of over $1Bn dollars, qualifying it as a true tech 'Unicorn'. I'm proud to have played a small part in the story.
Post the rebrand launch I also contributed to work on a new user Dashboard, Menu and Checkout process with the in-house team.
Outcome
This was one of the most frenetically paced projects I have worked on but it was delivered on time, with all channels live with the new rebrand in time for the launch date. Since the rollout, Gousto's user base has skyrocketed, propelling the brand to a (private) market value of over $1Bn dollars, qualifying it as a true tech 'Unicorn'. I'm proud to have played a small part in the story.
Post the rebrand launch I also contributed to work on a new user Dashboard, Menu and Checkout process with the in-house team.
© Dave George Design Ltd. 2023