NOMO

Food waste is a real problem with a messaging problem. Most apps that tackle it lead with guilt: the statistics, the landfills, the environmental cost. It works once, maybe twice, and then people stop opening the app. This project started with a different question. What if reducing food waste felt good instead of obligatory? What if the experience was warm, encouraging, and genuinely fun to return to? My role was to build the visual and brand foundation that would make that reframe possible. That meant developing a design language that felt approachable without being patronizing, motivating without being preachy, and friendly enough to earn a place in the daily rhythm of someone's kitchen life. Color, typography, illustration style, and tone of voice all had to work together to carry a single message: you are doing something right, and it is worth continuing. The project reached wireframe and prototype stage, with the visual system guiding every interaction decision along the way. The goal was never to shame users into behavior change. It was to make the better choice feel like the obvious one.