A new e-commerce site for a B Corp food brand

At Simple Feast, the mission is simple: to create the sustainable food of the future. With their well-composed meal kits, they make it both easy and delicious to eat healthy, organic and environmentally friendly. The menus are developed by some of the world’s leading chefs and are delivered in ready-to-go pots, so busy people can easily gather around the dinner table with great food made from scratch.

The food you get in your Simple Feast meal kit is 100% vegan, organic and locally sourced. And the passion for sustainability doesn’t stop there; all the packaging and delivery boxes can be reused again and again.

Subscription meal kits are a ‘Red Ocean’ market, where the battle to attract and retain customers is continuous and intense. In order to succeed in its mission and champion the sustainability message, Simple Feast had to stand out from the crowd.That’s why it was crucial that the new site conveyed their mission clearly, reflecting their brand identity.

The new site needed to make it clear to customers what they are paying for when they buy a meal kit from the market’s green rebel. Choosing Simple Feast is not just a matter of convenience and quality, it’s also contributing towards a better and more sustainable world.

Another goal of the project was to increase sales of Simple Feast’s ‘Essentials’ product range, which includes plant-based yogurt, homemade granola, and jars of comfort food ready to heat up. So, when building the site, it was important to ensure that the Essentials range was introduced as a natural add-on to the meal kits.

Creative agency Waaitt designed the visual identity which DEPT® then further developed digitally to roll out on the website. The style is strong, bold and unconventional. With its bright colours and crisp fonts, the visual expression communicates precisely the rebellious attitude which is such an important part of Simple Feast’s brand identity.

The site had to be user-friendly and work across Simple Feast’s three markets, Denmark, Sweden, and the US. To reach the right balance between recognisability and rebelliousness, we drew inspiration from best practices in e-commerce and focused on shaking up convention through strong design.

The goal was to create a website that presented Simple Feast as the frontrunners in the food of the future. So we needed to create a design language that cut to the chase and stood out from the crowd. The solution was to turn to raw authenticity. To get to the core of the brand message, we kept the expression straightforward, with grids and images that go all the way to the edge of the page. In other words, we created a site that is just like its brand: simple.

Simple Feast is a bold brand. Their core product isn’t just another meal kit; it is soul food wrapped in ambition and thoughtfulness. And the same now goes for their site.

Together with Simple Feast, we have created a unique digital representation of the brand. The redesign of subpages is still a work in progress, but the mission to make the brand’s activist spirit shine through is already complete.