F(x) Foods

September – December 2018

user experience & interaction design
packaging
e-commerce
brand identity

A snack that puts the function back in a tasty granola bar

Problem
There is a lack of granola bars in our local stores that are both healthy and delicious. How do we use design to highlight the health benefits and great taste of f(x) foods?

Project 
A new granola bar company, f(x) foods, enlisted our Scout Studio team of three designers and two developers to create a brand identity, illustrations, packaging, a brand book, and a full marketing and e-commerce website. 

My Role
As one of three designers, I worked closely with our two developers in an agile environment to make our client’s vision a reality. I worked both independently and collaboratively, always making sure to communicate effectively with the rest of my team.

Research & Process

Competitor research

Color explorations

E-commerce mapping

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Logo & packaging explorations 
Through branding exercises, we developed the f(x) foods personality and then worked to create visuals that enhanced that. We explored how to bring together the client’s vision for a clean, illustrative, and math inspired brand. In the final logo, a hidden lambda ties in the math roots of the bar.

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Hi-fidelity packaging explorations
FXFoodsMockupPackagingBUILD02
Homepage wireframes
desktop 02
tablet 02
mobile 02
STYLE TILES
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Final Designs

Website screens

f(x)foods_Web_Mockups_Homepage
f(x)foods_Web_Mockups_About
f(x)foods_Web_Mockups_About02
f(x)foods_Web_Mockups_ProductPage
Brand book
Brandbook_Build_cover
Brandbook_Build01
Brandbook_Build02
Brandbook_Build03

Outcome
the f(x) foods site launched on time with full e-commerce abilities. Within 5 minutes of launching, the client received her first online order. The new packaging design has been instated and our client uses our brand guidelines to create all design assets across social media platforms and print material.

LinkedIn   Resumé   Dribbble

Jena Goldman © 2019