Task: Visual Identity and Website
Client: NX-Food, a hub of METRO
Coop: Albert Naasner, Concept, Design, Website
Year: 2019
NX-Food offer their ecosystem and innovation programme for start-ups in the field of food innovation and food technology. Disruptive food concepts such as vertical farming, sustainable food substitutes and next-gen superfoods bring innovative change straight to our plates.
In close cooperation with the NX-Food team we have developed a new look and feel as well as a website tailored to NX-Food's needs – the next level of food.
NX Food is on an exciting, experimental and necessary mission to the next level of nutrition. And that is exactly what the content and design should look and feel like.
A wide range is covered depending on the current priority. NX-Food can be FOOD, TECH, or everything in between – a platform for a future-proof symbiosis.
We have to cover a wide range of styles – from MEAL to LAB, from COOL to DATA. Contrasting graphical elements in a playful combination serve as a highly flexible visual design system.
Approached with an open mind, the key visual will show its experimental, playful and versatile character, inviting the viewer to engage with it.
A flexible design system defined by the correlations of typography and image, line and space.
The website plays a central role as a hub for food innovations and food technologies.
Working closely with the NX Food team, we developed the new website with a focus on an intuitive user experience. The design stage was preceded by a joint scrum workshop in order to determine the characteristics and needs of the user personas. This provided the basis for developing the sitemap, wireframes and first prototypes.
NX-Food offers food start-ups help in getting started. Companies wishing to place their products on the start-up shelves of the sales lines must first apply using the application form on the website. The products are selected by an expert jury using a specially developed jury tool.
In addition, a journal offers a comprehensive knowledge archive with articles and events on all food topics.
