Empowering AI-Powered Meal Planning
VOICE, CHARACTER, AND UX FOR A SMART FOODTECH BRAND
AI
FOODTECH STARTUP
building a new age of nutrition and meal preparattion
PROJECT OVERVIEW
The client reached out to us to help build a solution that makes nutritious cooking effortless for everyone. Founded by a gym coach and a seasoned nutritionist, the startup emerged from a clear gap in the market: people want to eat healthier but lack the time, knowledge, or structure to plan such meals.
Following this vision, the client wanted to build a highly data-driven, deeply personalized product that brings together nutrition science and AI-backed predictive intelligence. At the same time, despite being heavily tech-backed, they wanted a warm, inspiring brand with an intuitive user experience.
GOALS
COMPETITIVE EDGE
While many cooking and meal apps rely on generic recipe suggestions or basic calorie tracking, our client envisioned еhe entire data-driven culinary intelligence system that understands users deeply and adapts to their real-life kitchen habits.
The app had to go far beyond listing recipes, thus able to analyze all the following aspects:
→ nutritional balance and specific diet (protein-heavy, low-carb, iron-rich, etc.);
→ ingredient availability;
→ dietary restrictions and intolerances;
→ cooking time and effort;
→ food mood preferences.
Our goal here? To design a UI/UX that makes it all feel seamless.
PROJECT SCOPE
When shaping the app’s brand and product experience, we worked closely with the founders and nutrition experts to ensure every design decision reflected their mission.
This involved:
• Discovery. In-depth analysis of the industry landscape of existing nutrition/dieting apps, UI/UX evaluation, feature benchmarking, user research and segmentation, user journey mapping based on various behavioral patterns (meal planning habits, grocery shopping frequency, ingredient usage, etc.).
• Brand identity. Logo development, typography, color palette, graphic system, a defined brand tone of voice, core communication guidelines.
• UI/UX design. Seamless navigation, personalized and easily customizable dashboards, intuitive search and filtering, real-time ingredient recognition screens, UI/UX layout elements for recipe generation, shopping lists, nutrients tracking, and more.
approaching excellence: how we step in
DESIGN CHECK
The app’s UX/UI elements incorporated the following:
Dynamic layouts with 360-view recipe cards, nutritional breakdowns, and ingredient inventories
Color language inspired by freshness and energy: lively hues, green and citrus accents, smooth gradients
Dynamic interactions to keep user engagement high
CULTURE CHECK
The brand’s identity was built around the insight and trust, with the key goal to help users feel guided but not pressured. We were able to achieve it with:
Minimal yet expressive layouts that showcase extensive data without overburdening users
Emotionally intelligent microcopy, with messages that motivate users and humanize the digital experience
Human tone to make users feel both informed and understood, along with top tips and explicit explanations to data behind the AI-generated copy.
TECHNOLOGY CHECK
Well-thought-out UI/UX for rich dashboards and data insights
Dynamic interactions, predictive suggestions, and alerts seamlessly integrated into the experience
Adaptive design for every device and context
the impact in motion
The rebrand transformed the product from a functional meal planner into a lively and intelligent companion. Through its balance of data depth and emotional warmth, the app was set out to become a trusted part of users’ daily routines.
This brand evolution significantly boosted engagement metrics, including:
• Higher session duration and recipe engagement per user
• Improved user retention and repeat app visits
• Organic growth through word-of-mouth and community referrals
This brand evolution is expected to boost the following app metrics:
• Higher session duration and recipe engagement per user
• Improved retention and repeat app visits
• Organic growth trough in-app referrals
KEY OUTCOMES
• A distinctive visual identity blending technology with human touch and guidance
• An intuitive interface built around ease and discovery
• A scalable, easy-to-manage design system ready for rapid feature expansion
CLIENT PERSPECTIVE
“The Baller team’s expertise went far beyond design.
Thanks to them, we gained a wide spectrum of fresh ideas and a unified UI/UX approach that shaped our brand direction.”
