Cherrypick The app that helps the world eat better.

Cherrypick is the all-in-one app that finds recipes, plans meals, and orders groceries from your favourite supermarket. Working closely with the founder and the Cherrypick brand team, we helped refine the brand strategy, change the name, and rebrand the app before relaunching it across every channel.

The new, visually uplifting logotype represents the act of ‘picking’ the best products, paired with an optimistic, positive smile. The hand icon, inspired by a chef’s kiss, signifies quality and subtly references a cherry. Typeface combinations were chosen to enhance the app experience, providing clear and balanced typography that ensures buttons, tags, and UI elements are as accessible as possible.

Renaming the brand allowed us to refresh the colour palette, setting it apart from the conventional tones used in the category. We developed a distinctive core palette inspired by the natural tones of a cherry, complemented by a secondary set of colours drawn from the bold hues of freshly cooked food.

A new, characterful brand mascot, Handy, illustrated by Steve Gavan, was created to guide users through the app. Handy is expressed in various ways throughout the app and onboarding process, embodying the smart shopping assistant who perfectly encapsulates the fun and functional nature of the new Cherrypick brand.

The photography within the brand world is divided into two categories: functional cut-out product images, which clearly showcase the fresh ingredients used in recipes, and recipe imagery, which captures the vibrancy and enjoyment of cooking from scratch. The latter features layers of colour and well-styled crockery, bringing to life the joy of eating together.

Finally, the new tone of voice strikes the perfect balance between entertainment and utility. It gives Cherrypick a distinctive voice that never overpowers or detracts from the intuitive user experience within the app.