Project Brief

Rutabbaga is a (mock) mobile application that promotes sustainable eating by educating about regional, seasonal produce and promoting local farmers and farm-to-table eateries. Based on the organization’s app and client personal preferences, I developed a visual identity style guide for their digital mobile system.

This work was assigned through SI 520: Graphic Design and Visual Communication, a course at the University of Michigan - School of Information.

Concept

My goal for the Rutabbaga app was to bring a fun, modern take on seasonal, local produce. The high saturation and closeup shots of produce put the focus on food and quality without the homestead narrative common with farm-to-table movements.

Color palette

The primary and secondary color palettes are designed for maximum readability, with the direct complementary color harmony of green and magenta representing high saturation versions of the rutabaga vegetable.

A neutral light black and green grey are also used throughout.

Typographic hierarchy

The typeface “Rustica” is applied in Regular, Bold, and Bold Uppercase. It’s a clean, serif font with a lush roundness that complements the Rutabbaga logo.

Photography

Where possible, photography of produce in bright pops of color are used against solid backgrounds. Most are shot from an aeriel view or displayed with an overall rhythm, transforming produce into art.

To enhance Rutabbaga’s interests in seasonal eating, a rotating nature picture is used in the background to highlight the time of year. Currently, imagery is set for “summer” using the sunflower imagery.

Icons, buttons, panels

Iconography and elements are simple, clean, and solid, complementing the organic shapes presented in the produce.

All UI elements are designed using the primary color palette, neutral dark gray, and white.

Lo-fi mockup