“Alfredo sauce goes on fettuccine; you can’t put it on penne!” Initially, I was humored by this statement. Yet, as I kept recalling it, I felt a desire to challenge the mindset behind it: food traditionalism. Plate Logue began life as a weapon against this but soon evolved into an idea with more joy and care.
Plate Logue is both a food utility and social media app: it’s a platform where the everyday person can share recipes, ideas, and food-related content. It’s just as open to traditional and gourmet recipes as it is to wacky, risqué, and stomach-turning recipes. Users also can share food pics and videos, chat, and make food subcommunities (groups). This non-hierarchical space was designed to not filter anyone out because everyone cooks, everyone eats, and everyone loves food. Learn, make, and mix with other foodies in this fresh food app, Plate Logue!
In designing Plate Logue, I took cues from Instagram and Twitter, as well as considerations from other recipe apps such as Jow, Whisk, and Tasty. Its visual aesthetic was influenced by Animal Crossing: New Horizons and Firebelly Design. Click the image below to view Plate Logue's values, mission, logo development, app sketches, and more.
Click to view Plate Logue's brand identity and wireframe sketches.
Click or scan to view Plate Logue (prototype)
Research and Development (R&D)
I conducted an R&D survey for the purposes of
1. Determining other valuable ways to advertise to a teenage-adult, cooking/food minded audience
2. Determining the features to include in the Plate Logue's design
3. Determine the amount of time should be afforded to certain features.
The primary shortcoming of my survey is that it is localized almost exclusively to the college student segment of my audience. As a college student at the time, this was the main extent of my network.
See the survey results here: https://docs.google.com/document/d/1jZSzcW5Q8-1Lege2W6LFoZlnaxQ6wAUzpk0r_tTYFoI/edit?usp=sharing
Video Advertisements (YouTube, TikTok, TV)
Digital Advertisements (Instagram, Website Banner Ads)
Plate Logue Ad - Social Media 1
Plate Logue Ad - Social Media 2
Plate Logue Ad - Social Media 3
Plate Logue Ad - Social Media 4
Plate Logue Ad - Social Media 5
Plate Logue Ad - Social Media 6
Plate Logue Ad - Social Media 7
Plate Logue Ad - Social Media 8
Plate Logue Ad - Medium Banner
Plate Logue Ad - Wide Skyscrape 1
Plate Logue Ad - Wide Skyscraper 2
Plate Logue Ad - Leaderboard
Physical Advertisements (Transit Ads)
Plate Logue Mock Up - Bus Stop
Plate Logue Mock Up - Bus 1
Plate Logue Mock Up - Bus 2
Plate Logue Ad - Bus Stop
For physical advertising I decided to make transit ads for Plate Logue because
1. Advertisements near grocery stores would be useful, and bus stops often are fairly close to grocery stores.
2. Advertisements en route to grocery stores would be valuable, because the people are already moving towards the stores. About 38% of consumers tend to stop at the store while on their way home.
3. Since Plate Logue is not tied to a particular community or event, having the promotion move through the area is a reasonable means of spreading the word.
4. People typically use their phones while riding the bus, so there is a higher chance that they download.
