Plate Up
Delicious dinners, hassle-free
Food-Tech
Challenge
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.
Solution
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.
Designing a digital experience that feels fresh and familiar
We designed the digital experience to make planning and shopping for meals feel effortless and rewarding. Bright, appetising imagery and clear navigation guide users through recipes, ingredient lists and checkout with warmth and clarity. The interface brings the “bright foodie” spirit to life — a balance of everyday practicality and genuine joy in food.
Extending the flavour across social and everyday life
On social, we amplified the brand’s optimism through colourful layouts, playful typography and real, crave-worthy food photography. The same system extends to totes, packaging and everyday touchpoints — simple, upbeat designs that spread the Plate Up spirit beyond the screen and into kitchens, shopping trips and family dinners.
Testimonial
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.
