RIDING HOOD

Riding Hood is a concierge-level grocery shopping and delivery service. They are on the mission of becoming the highest level ‘personal shopper’ highly accessible.

Audience and Market:
They are targeting people in the age range from 35 to 65 years.

The ideal client is a sophisticated individual used to paying for what he/she wants, but only if there is true value. Mainly have a primary residence in New York City, and they value the beauty and purity of the Berkshires area, where the brand is located. They value organic products and are particular about what they consume.

Key strategic decisions:
Considering the market and the ideal target audience, the direction we took was union of a high-quality home-produced groceries and a playful - luxurious appearance. We wanted to merge the local, fresh rustic vibes, yet at the same time, reflect the high-quality offer that will attract the sophisticated target audience.

Design process:
The playful appearance was created by dynamic food illustrations, which still keep the professional look with a geometrical clean style. The elegant note was reflected in deep and rich colors; additionally, colors were also inspired by a fairytale character- Riding Hood, which was a literal branding name inspiration.

High-quality home-produced products were reflected in typography.

The bold san-serif font slightly customized with soft and curvy edges perfectly supports the message of home production.

THE COMPANY VALUES
- Power of nature
- Healthy Lifestyle
- High-quality
- Connection