Ekilu
Technology has been attempting for years to provide us with solutions to make our lives easier. But at the same time, daily life has become more frenetic, pressures-filled, and everything seem unattainable, causing us to pursue ideals of life that only generate frustration. This project is proof of how technology can help us break out of this loop and enter a world in which finding ourselves and our surroundings is much easier than we have so often been led to believe.
Challenge
To transform the Nooddle brand, an app for “eating healthy with what you have at hand”, for a future in which food will continue to play a key role in our daily experience, but in which new variables such as physical exercise and mindfulness will also play a part. To create a new brand that preserves the best of the past, that marks a before and after, and that serves as a guide to building a future beyond the universe of recipe apps.
Solution
We dug deeper into the essence of Nooddle to understand what was appealing about their proposal. We concluded that the essence of offering healthy eating solutions with what you have at hand is empathy. Empathy to achieve what? Nooddle’s ultimate goal was clear: a healthy recipe app for healthy eating. But what happens when we say that Nooddle will also help you exercise, and help you connect with yourself through mindfulness?
We needed a unifying promise, a common purpose for everything that Nooddle was to be from now on. What do healthy eating, exercising, and taking care of yourself mentally have in common? They are all solutions to simply being well. To feeling good about ourselves and our environment. And that “wellbeing” was based on balance, balance between these 3 verticals.
«Es la app que me hace volver a cocinar. También podría ser la que me hace empezar a cocinar por la facilidad con la que se explican las cosas.»
[ ] INTERNAL INTERVIEWS EKILU TEAM
Empathy, wellbeing, balance… With all these ingredients on the table, and with a territory based on the idea of taking care of oneself without guilt or restrictions (a key part of Nooddle’s DNA), we defined the new brand platform, with a new tagline “Feed your life”, and a new activity descriptor, “The recipe for a balanced life” as symbols of the ambition and attitude thanks to which Nooddle moves from being a recipe app to become a wellness platform.
After the transformation at a strategic level, the first big change in the identity arrived: Nooddle is no longer called Nooddle, but Ekilu. A name that feeds the idea of balance and equilibrium, a fundamental part of the new strategy, and which, together with the tone of voice and the messages, gives the brand a personality that invites you to achieve “wellbeing” without guilt, in a simple way, and to want to nourish your life and fill it with flavour and much more than just delicious recipes. A life of wellness, with balance as the way forward.
Balance is a feature that can be found in every layer of the project. It was already an integral part of the original Nooddle when it invited us to cook with the ingredients we had at hand, but it is in new brand, Ekilu, where the idea of balance comes to prominence and takes on a much broader perspective.
With the concept of balance as the backbone, we translated it into a visual language to connect all the brand’s assets. We defined a chromatic range formed mainly by two complementary tones. We centred the texts and other elements that accompany each communication. And we designed geometric structures that metaphorically express Ekilu’s promise: To help people lead a balanced life in a simple and guilt-free way.
Credits
ILLUSTRATIONS: Maria Milenko
Reconocimientos
BEHANCE / INDESIGN
BEHANCE / BRANDS