BRAND IDENTITY DEVELOPMENT & UI DESIGN FOR TREATSEEKER

STARTING FROM SCRATCH
In early 2021, I elected to take several courses on Coursera to bolster my UI design skills and get more proficient with Product Design tools such as Figma and Sketch. An exercise for one of the courses was to imagine and develop an app concept for a food delivery service completely from scratch.I invented a company called TreatSeeker that helps users locate sweet treats in their vicinity (from restaurants, bakeries, local artisans, etc.) and have their sweet fix delivered straight to their door.

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SETTING THE MOOD
After setting up the brief for the project (determining the app’s purpose, tagline, etc.), I set out to create the visual identity for TreatSeeker using Adobe Illustrator. I opted for a dark, moody color palette featuring rich grays, creams, and reds to instill feelings of indulgence — like biting into a rich red velvet cupcake. The color red has also been found to drive appetite.I also gathered imagery similar to what I envisioned would be featured on the app: rich, indulgent images that complement the colors chosen in the app’s visual palette.

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DESIGNING THE LOGO
Next, I designed a logo that aligned with the overall goal and mood for the brand. The logo features a Pointer dog, known for sniffing out and tracking down game and pointing hunters in the right direction. The dog’s bandana features an ice cream cone to show he’s sniffing out treats.

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