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.
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.