- Interactive Demo
- UX & UI Design
- Jam3, 2020
Project
Role
- Art Direction
- App Design
- Prototyping
Work
Digital product design: UX research, UX/UI design, Interaction and motion design, UX writing, prototyping, user validation, design system, measurement strategy, data analysis, content production. Development: frontend and backend development.
Project Overview
Hala Fresh is a fresh grocery and produce brand in Qatar. Fresh food is an unusual branding problem: the product changes constantly, looks different every day, and is often the most colourful thing in the room. An identity that competes with produce for attention loses. One that fades next to it disappears.
We handled art direction and the brand identity. The system was built to frame the product rather than fight it — a mark and palette that read as fresh and approachable, and that hold up against the reds, greens and yellows of actual produce sitting beside them on a shelf, a crate or a delivery box.
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