Food Service

Brand and Digital Transformation for a Scaling Meal Delivery Company

Client

Fresh Meal Plan

Visit Site
Technology

Shopify, Recharge

Services

Brand Strategy + Visual Identity, UX/UI Design, Shopify Custom Theme Development, Subscription Integration, Packaging + Photo Shoot Direction, Messaging + Typography System

Overview

A Stronger Foundation for Long-Term Success

Fresh Meal Plan approached Bear for more than just a new website—they needed a full-scale brand overhaul that would support rapid growth in a highly competitive industry. Bear delivered an end-to-end solution that included a comprehensive rebrand, design system, subscription site architecture, and packaging and photography direction.

A deeply collaborative creative engagement that touched nearly all aspects of the Fresh Meal Plan branded experience.

The Challenge

Subscription First Commerce

Fresh Meal Plan’s legacy brand was holding them back. In a crowded and evolving meal delivery market, they needed to differentiate with a fresh identity and a flexible, scalable digital platform. The subscription model added technical complexity to both the UX and development layers.

Our Approach

A Brand-New Recipe

We began with a deep strategic dive into the Fresh Meal Plan customer, competitive landscape, and future vision. From there, Bear executed a comprehensive rebrand, including:

  • New logo + color palette

  • Typography system + brand tone of voice

  • Visual moodboard development

  • Creative direction for photography 
(ISO/aperture-specific guidance provided)

  • Packaging exploration

The Design Build

Fresh Meal Plan’s website was built on Shopify, leveraging subscription functionality to power a complex weekly order flow. Key UX features included:

✨

Customized meal selection system

😎

Subscription account management

✅

Dietary filter UX

✅

Mobile-first layout strategy

Results

The rebrand and new platform successfully positioned Fresh Meal Plan for future expansion and customer acquisition. This comprehensive creative engagement delivered a modern, emotionally resonant brand identity and a flexible, scalable digital infrastructure.

Built on Shopify with Recharge subscription functionality, the new website was designed to support a complex weekly order flow and enhance the customer experience with features like a customized meal selection system and intuitive dietary filters.

Aesthetic Redesign vs. Purpose-Driven Realignment

Redesigns aren’t about splashy campaign moments; they are a strategic realignment of purpose. While a redesign focuses on aesthetics—the look and feel of a brand—a realignment is about building the strategic infrastructure that enables those moments to scale. To that point of infrastructure, both the brand and its content need a scalable Global Design System (GDS). This is supported by a strong data and content model within a Content Management System (CMS) that specifically supports customer journeys for subscription e-commerce brands like Fresh Meal Plan. This is powered by a platform like Shopify, with partners like Recharge providing the subscription functionality, creating a robust system for growth
and flexibility.

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