What's it About?
Cup of Sugar is an app concept that facilitates meal and resource sharing in urban communities. The target users lead a busy lifestyle with multiple commitments, making food at home may not always be at the top of their mind even though nourishment is necessary for survival.
Approach
I chose to make the main graphic element the measuring cup, which people associate with cooking. The logo is also a departure from the usual culinary iconography such as cutlery, pots, and pans.
Various shades of green are used in colour palettes to promote health, food, and technology which is why I chose it as the main colour for the visual identity. Green also connotes freshness and friendliness, both of which are essences of the facilitated interactions as well as the brand. Overall, I want the branding to be fun, reliable, and approachable, as users learn how to incorporate the app’s functions into their daily lives.