What does the food of the future taste like?

A hub of METRO (dom-bo_nx-food_teaser.jpg)

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.

Logo-Rebrush (dom-bo_nx-food_logo-rebrush2.jpg)

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.

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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.

Animation Keyvisual GIF (dom-bo_nx-food_animation-keyvisual.gif)

Approached with an open mind, the key visual will show its experimental, playful and versatile character, inviting the viewer to engage with it.

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Designsystem Elemente (dom-bo_nx-food_design-system-02.jpg)
Designsystem Elemente (dom-bo_nx-food_design-system-03.jpg)
Designsystem Elemente (dom-bo_nx-food_design-system-04.jpg)
Designsystem Elemente (dom-bo_nx-food_design-system-05.jpg)
Designsystem Elemente (dom-bo_nx-food_design-system-06.jpg)

A flexible design system defined by the correlations of typography and image, line and space.

Designsystem wall mockup (dom-bo_nx-food_design-system_wall-mockup.jpg)
Color-Generator (dom-bo_nx-food_design-system_color-generator.jpg)
Bag (dom-bo_nx-food_design-system_bag-mockup.jpg)
Screen (dom-bo_nx-food_design-system_screen-mockup.jpg)
Plakate Regal (dom-bo_nx-food_anwendung_poster_1.jpg)
Plakate Regal (dom-bo_nx-food_anwendung_poster_2.jpg)
Bild Startup-Regal (dom-bo_nx-food_anwendung_startup-regal-poster.jpg)
Bild Messestand (dom-bo_nx-food_anwendung_messestand.jpg)
Illus Skribble (181031_nx-food_illus_agrar.png)
Illus Skribble (181031_nx-food_illus_cargo.png)
Illus Skribble (181031_nx-food_illus_digitalereinkaufskorb.png)
Illus Skribble (181031_nx-food_illus_digitalerteller.png)
Illus Skribble (181031_nx-food_illus_digitalisierung.png)
Illus Skribble (181031_nx-food_illus_einkaufen.png)
Illus Skribble (181031_nx-food_illus_essen.png)
Illus Skribble (181031_nx-food_illus_handel.png)
Illus Skribble (181031_nx-food_illus_ideation.png)
Illus Skribble (181031_nx-food_illus_innovation.png)
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Illus Skribble (181031_nx-food_illus_konsument.png)
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Illus Skribble (181031_nx-food_illus_landwirtschaft.png)
Illus Skribble (181031_nx-food_illus_leistung.png)
Illus Skribble (181031_nx-food_illus_manufaktur-fabrik.png)
Illus Skribble (181031_nx-food_illus_netzwerk-blockchain.png)
Illus Skribble (181031_nx-food_illus_packaging.png)
Illus Skribble (181031_nx-food_illus_pflanzen.png)
Illus Skribble (181031_nx-food_illus_pos.png)
Illus Skribble (181031_nx-food_illus_produktion.png)
Illus Skribble (181031_nx-food_illus_restaurant1.png)
Illus Skribble (181031_nx-food_illus_restaurant2.png)
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The website plays a central role as a hub for food innovations and food technologies.

Webseite Start (dom-bo_nx-food_website-01.jpg)
Webseite Workshop (dom-bo_nx-food_web-workshop.jpg)

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.

Illus Web (190520_nx-food_illus-web1_eco-smile.png)
Illus Web (190520_nx-food_illus-web2_eco-whatswrong.png)
Illus Web (190520_nx-food_illus-web3_eco-overhead.png)
Illus Web (190520_nx-food_illus-web4_eco-globe.png)
Illus Web (190520_nx-food_illus-web5_ecosystem.png)
Illus Web (190520_nx-food_illus-web6_eco-roof.png)
Illus Web (190520_nx-food_illus-web7_contact.png)
Illus Web (190520_nx-food_illus-web8_articles.png)
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Illus Web (190520_nx-food_illus-web11_ideation.png)
Illus Web (190520_nx-food_illus-web12_conversation.png)
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Illus Web (190520_nx-food_illus-web14_shopping.png)
Illus Web (190520_nx-food_illus-web15_products.png)
Illus Web (190520_nx-food_illus-web16_shelf.png)
Illus Web (190520_nx-food_illus-web17_shelf-close.png)
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Illus Web (190520_nx-food_illus-web24_arrow-forward.png)
Illus Web (190520_nx-food_illus-web25_arrow-dynamic.png)
Illus Web (190520_nx-food_illus-web26_arrow-rise.png)
Illus Web (190520_nx-food_illus-web27_arrow-advance.png)
Illus Web (190520_nx-food_illus-web28_our-mission.png)
Illus Web (190520_nx-food_illus-web29_blingbling.png)

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.

Webseite Applicationform (dom-bo_nx-food_website-02.jpg)
Webseite Animation Menü (dom-bo_nx-food_website-animation-menue.gif)