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GiziNezia
Brand concept for a nutrition-led healthy meal-plan brand for Indonesia: the name, the logo and colour system, and the ingredient and product framework behind the menu.
Nutrition, made Indonesian
The name joins gizi, Indonesian for nutrition, with the end of Indonesia. The wordmark splits the two halves: GIZI in solid red, NEZIA in outline. It closes on a layered food pyramid that stands in for the final A and says "balanced eating" at a glance.
Colour system
One warm brand red for the name, with the pyramid's food-group colours as a secondary palette for menu categories and labels.
Ingredient framework
The menu was planned from the ingredient up: fourteen ingredient groups, each with a wide list of options, so meals can be built and swapped to fit a plan. Each ingredient was mapped to its nutrient content against Indonesia's official nutrition-label reference values.
Planned product & website
Benchmarked against international meal-plan and meal-kit services, including HelloFresh, Marley Spoon, Factor, Fresh n’ Lean, Clean Eatz Kitchen, Performance Kitchen and Misfits Market, then shaped into a feature set for the Indonesian market.
Diet categories
Menus filtered by eating style, such as keto, paleo, vegan and diabetes-friendly, so customers start from their goal rather than a dish.
Personalised plans
A personal nutrition profile drives the weekly plan, with nutrition facts shown for every meal.
Nutritionist booking
Customers can book a consultation with a nutritionist directly from the site.
Rewards & referrals
Points on every order, plus affiliate and ambassador programmes and gift cards to turn customers into a growth channel.
Recipes & content
A recipe library and nutrition content to build trust and search traffic beyond the menu itself.
Recyclable packaging
Packaging planned around recyclable materials, with a dedicated page explaining how to return or recycle it.
What I delivered
- Brand name and naming rationale
- Logo in full-colour and outline versions
- Colour system built from the food-pyramid mark
- Fourteen-group ingredient framework for menu building
- Ingredient-level nutrient reference sheet
- Competitor benchmark and website feature plan
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