Mindfule are exploring uncharted territory in connecting food and our mental wellbeing. They approach food in an entirely new way, uniquely combining data science with nutritional psychology. Our approach was to utilise illustration with a minimal colour palette to express the brand narrative along with supporting copy and avoid typical imagery of food associated with food-related apps. The use of the circle from the logotype to the motifs right through to the illustrations is a reflection of the balance achievable by incorporating Mindfule into your life for mental wellbeing and performance.