Visual Identity Design @ Tasteback
Visual Identity Design @ Tasteback
Digital Marketer
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Could a brand resonate deeply with both its community of sellers and its customers?
In 2020, Tasteback launched with a simple yet powerful mission, to connect people in Edinburgh and Glasgow with Scotland’s small food producers committed to plastic-free packaging.
Born during the challenges of COVID-19 and the closure of farmers’ markets, Tasteback created a digital bridge for local businesses and food enthusiasts.
However, as the platform grew, it required a cohesive, modern identity that matched its purpose, something strategic, digital, and results-driven.
This project was developed in collaboration with Maddie Dichiu.
Brief:
Develop Tasteback's brand to be a modern, authentic identity that strengthens connections between urban consumers and small food producers. Aim for 85% positive sentiment among users and 40% unaided brand recall through personalised storytelling and consistent visual identity.
Values:
Research & discovery
Every strong brand begins with a deep understanding of its audience. Tasteback’s niche lies in its ability to bring local producers to a wider audience through a digital platform. On the other hand, Tasteback’s customers were identified as sustainability-focused consumers seeking convenience without compromising on quality or ethical values. By analysing audience insights, we identified its core customers as modern consumers passionate about sustainability, localism and convenience.
Core values & messaging
1. Strategic growth – Supporting the long-term success of small producers.
2. Authenticity – Celebrating the genuine stories behind Scotland’s rich food culture.
3. Customer-focused experiences – Making the journey from farm to table seamless, rewarding and plastic-free.
Audience:
Brainstorming sessions
The creative process began with brainstorming how to merge the platform’s modern functionality with its roots in traditional Scottish values. Ideas centred on themes of connection, storytelling, and inbound marketing strategies to engage users meaningfully.
Visual direction
We developed a concept around “modern heritage”, blending contemporary design elements with a nod to Scotland’s culinary traditions. This would guide the brand’s look, feel, and tone of voice.
Identity:
Logo design
The logo features clean, rounded typography to create an approachable and trusted look. The bold structure highlights vibrancy and energy, while balancing modern minimalism.
Typography
A mix of Patrick Hand and Hind Siliguri fonts creates a conversational, approachable tone while ensuring clarity and digital adaptability.
Colour palette
We chose warm, earthy tones to evoke trust and authenticity, balanced with vibrant accents to reflect growth and innovation. This palette conveyed both the artisanal and modern aspects of the brand.
- #E85A4F & #E98074 (reds): trust, energy, and artisanal craftsmanship.
- #189E9A (teal): growth, sustainability, and freshness.
- #AEA7DC (neutral) and #484848 (grey): simplicity and approachability.
Tone of voice:
Warm and approachable.
Genuine, reflecting the people behind the produce.
Actionable, encouraging users to make sustainable choices.
Application:
Website & user interface
The website became a centerpiece for the rebrand, designed with inbound principles to guide users through a seamless journey. Personalised content such as producer stories, featured products, and regional highlights brought the brand’s mission to life.
Marketing collateral
Digital-first strategies included social media showcasing consistency across all channels. Email marketing incorporated authentic storytelling alongside clear, results-oriented CTAs, driving engagement and loyalty.
- Related project: WordPress E-commerce Website @ Tasteback
Tagline:
‘Farm-fresh produce that’s kicking plastic out of the kitchen’, perfectly encapsulates Tasteback’s mission and values by blending quality, sustainability, and purpose into one memorable phrase.
It highlights the platform’s commitment to delivering premium, local produce while tackling the pressing issue of plastic waste, resonating deeply with eco-conscious consumers.
Its conversational tone and bold language make it approachable yet action-oriented, striking an emotional chord with customers and producers alike.
The use of alliteration ensures it’s both catchy and easy to recall, enhancing brand visibility and unaided recall across marketing channels.
Results:
- 89% positive sentiment achieved through consistent messaging (research conducted in the first three months post-launch).
- 55% unaided brand recall, driven by cohesive storytelling and a recognisable visual identity.
- Growth in both producer partnerships and customers, establishing Tasteback as a trusted platform.
Takeaways:
Tasteback’s success shows the power of aligning branding with core values like sustainability, authenticity, and community.
The tagline, “Farm-fresh produce that’s kicking plastic out of the kitchen,” communicates its mission with clarity and simplicity, making it memorable and impactful across all platforms.
A cohesive visual identity, blending clean design with a “modern heritage” feel, strengthens brand recall.
By focusing on its eco-conscious, convenience-driven audience, Tasteback ensures its storytelling and user experience remain authentic, relevant, and consistent across web, mobile, and social channels.
Tasteback’s mission to reduce food and plastic waste highlights the value of a purpose-driven approach.
Supporting small producers while helping customers make sustainable choices builds trust, inspires action, and proves that brands can achieve both growth and social impact.
Skills:
- Brand strategy
- Visual Identity
- Storytelling
- Research
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