Plately reimagines the identity of a meal-kit subscription service designed to ease the mounting decision fatigue surrounding dinner in modern life. For many, the stress of “what’s for dinner?” is not about food itself, but about the cumulative mental load of planning, choosing, and preparing meals after a full day of work or study. This project positions Plately as more than a box of ingredients—it is a cognitive relief system, a brand designed to make dinner feel automatic, approachable, and even restorative.

Drawing inspiration from the structured yet generous architecture of the State Library Victoria, the design system investigates how visual form can embody psychological states. The rigid, grid-like elements reference the chaos of pre-Plately life, where choices pile up like a mental Tetris game. By contrast, the smooth, elongated rectangular forms embody the after-state: a rhythm that flows with clarity, consistency, and ease. This tension between rigid control and flexible solutions becomes the foundation for Plately’s identity, capturing the emotional journey from overwhelm to calm.

What sets this work apart from generic meal-kit branding is its commitment to evidence-informed design. Rather than focusing solely on convenience or aspirational lifestyle imagery, Plately roots itself in behavioural insights: people don’t just want to save time, they want to save mental energy. The identity acknowledges that clarity is as valuable as flavour, and that simplicity itself can feel like luxury when it’s built with empathy.

Ultimately, this project demonstrates how thoughtful branding can go beyond surface aesthetics to intervene in daily habits, easing cognitive load while celebrating the comforting rituals of food.