anova culinary
Overview
Anova Culinary’s brand had grown in pieces. Logos and typography were mixed, icons were outdated, social posts were all food photography with no brand elements to carry a message, emails weren’t engaging, and the budgets were tight with no defined business goals. The ask was to unify the brand, clean up the logos and internal graphic communication assets, and redesign the accessories page so customers could find products more easily.
I worked as a designer alongside a design director, a product designer, a UX/UI designer, and a web developer.
Role + Scope
Designer at Studio116 for the Anova Culinary team. I designed the icon system, packaging, social media templates, email templates, and print materials, including the instruction manual and internal sales materials, as well as the UX and UI of the accessories page, using Photoshop, InDesign, Illustrator, and Figma.
Strategy
Across every touchpoint, I looked for places to teach the customer something small. Easy-to-learn, memorable icons help people find information faster, so I added them wherever space allowed, from packaging to the accessories page.
I also designed for how people choose. Too many options lead to inaction, a principle known as Hick’s law. When stakeholders needed every button in an email, I gave one choice the most visual weight so the layout still funneled readers down a single path. On the accessories page, filters, sorting, and compatibility options cut the long scroll so shoppers could find the right product quickly.
System
I redesigned the icons to be uniform in size and stroke, with a curved style that suits symbolic concepts, and wrote guidelines to keep future icons consistent across web, app, print, and packaging.
For packaging, I designed 9 packages for 3 products across Canada, the US, and 10 European countries. The same product needed different layouts for different markets, so I worked carefully within the space limits and made deliberate trade-offs.
For social media, I designed a template system that covered five post types: product shots, recipe, customer testimonial, trends, and brand moments. Emails were organized into four segments: newsletter, recipes, product launch, and welcome, with templates built to adapt over time. Buttons use action words, accessible contrast, and the brand’s sharp-edged style. The first call to action sits in the top 500 pixels for mobile readers.
The accessories page became an entirely new design: a light grey background with white cards for each product, sort and compatibility options, a product count, relevant icons in the upper right, and call-outs for best sellers, new items, and top-rated products.
Results
9 packages across 12 countries
5 social post templates
4 email templates
1 icon system for web, app, print, and packaging
