Plate Up logo

Plate Up is an innovative new grocery shopping and meal prep app that helps families answer "what's for dinner?". Through partnerships with celebrity chefs, they create easy-to-follow recipes that can be purchased as ingredient lists directly from your favourite supermarkets. As a new way of shopping for meals, the brand needed to communicate the different parts of the offer in a simple and inviting way.

Challenge

Ably are pioneers in realtime engineering, a notoriously complex industry with a core audience of brand sceptics. In order to further enhance their credibility with engineers and prepare for a period of business growth, they needed to simplify and clarify their unique brand proposition.

The brand strategy and design system – created alongside the team at Plate Up – is brought to life through the lens of the bright foodie, our warm, optimistic and helpful personality. 

From tone of voice, to art direction, to product design, the brand focuses on making the innovative shopping and prep experience inviting and simple, with a big focus on what customers will get at the end – delicious dinners.

Solution

By working closely with the leadership, marketing and product teams we created the waffle-free articulation ‘dependable, simplified realtime that scales’. This acted as the foundation for all messaging and creative output, with scalability interpreted into simple, flexible graphic motifs at the center of the identity system called ‘Linear Design’.

PLATE UP

CONOR BOYLE

As a founder whose strength is corporate focused, Dan was able to concisely explain options to me on my level and then seamlessly deep dive into the minor details with our marketing wizards. I highly commend Dan’s work product, but equally important (if not more important), his collaborative commitment to our rebrand and team

PLATE UP Delicious dinners, hassle-free

Challenge

Solution