CRISP

Branding

The online marketplace for super fresh groceries.

CHALLENGE

Build the new go-to delivery brand of fresh food in the Netherlands.

Crisp is the online marketplace for everyone who wants better everyday food. Freshly delivered, from over 800 local suppliers. When the founders launched the brand, they asked us to create their name and design their brand identity, digital product and communications.

Several smartphones display the Crisp mobile app interface, featuring a clean layout with fresh product photography for items like steak, fruit, and fish. The design uses a soft color palette of teal, pink, and light blue, with clear pricing and red "add" buttons.

Three vertical smartphone screens on a red background display "Error screens" for the Crisp mobile app. Each screen uses playful food illustrations to explain a problem: a cracked egg for a connection error ("Oeps..."), a spilled milk carton for a payment issue ("Oeps!"), and a flaming chili pepper for a general system error ("Ouch!").

A smartphone screen for the Crisp grocery app shows a vibrant close-up of seasonal vegetables, including green savoy cabbage, purple cabbage, sweet potatoes, and romanesco. Bold white text overlaying the image reads, "Tijd om te oogsten!" (Time to harvest!).

APPROACH

An all-round brand that adapts to seasonality

We conceived the brand, starting with its name, representing the fresh and seasonal differentiator. From there we designed a brand identity that follows the seasons. We created an identity that was both premium and accessible, with colorful illustrations and photography as the main ingredients for a joyful brand.

A street-level billboard featuring a series of colorful panels for Crisp. The panels display fresh food items like a lime, a large red tomato silhouette, a bottle of YAYA KOMBUCHA, and radicchio leaves against vibrant backgrounds in teal, pink, magenta, and yellow.

SOLUTION

Give healthy food its colour and fun back

The colorful and stylised art direction breaks with all the healthy organic food cliches. A flexible logo changes to always feature fresh products. The color systems also functions as wayfinding that clusters food categories.

A grid of five product photos from the Crisp grocery app, each featuring fresh food items against solid pastel backgrounds. The items include a halved cantaloupe on green, croissants on pink, a whole raw fish on light blue, a raw steak on light blue, and a halved golden beet on green.