The Visual Identity System Behind Advieh
INTRODUCTION
Designing for trust and clarity
In this case study, I’ll walk through how I crafted the visual and strategic identity of Advieh, a recipe app built to make home cooking simpler, smarter, and more satisfying. From the outset, my goal was to move beyond trends and create a brand language that feels modern yet warm, minimal yet rooted in real-life experiences.
I focused on developing a design system, logo, color palette, and overall visual tone, that would resonate with both first-time cooks and experienced users. Every decision had to balance clarity with character, ensuring the app felt approachable while still standing out in a crowded space.
This wasn’t just about picking a typeface or a shade of green. It was about translating core values, trust, comfort, and intentionality, into a visual system that could scale with the product and remain consistent across touchpoints. The result is a brand identity that reflects what Advieh stands for: an elevated, personal, and thoughtful approach to everyday cooking.
BRAND STRATEGY
Where Values Meet Design
When shaping Advieh’s brand strategy, I didn’t see it as just a visual layer, I saw it as the foundation. It needed to support how people use the app, influence how we design each screen, and clearly reflect what the product is here to do. Every part of the system was built to feel thoughtful, helpful, and true to the cooking experience.
We defined three core principles to guide the app and every decision behind it; These principles live across everything we build and will continue to guide how the product grows.
Simple, Smart, Delicious
Simple
Advieh is designed to help users stay focused. From layout to flow, I removed anything that could get in the way, so the experience stays calm and clear, letting users feel comfortable and in control while they cook.
Smart
Each feature was built to support how people actually move through recipes. Contextual timers, step-by-step highlights, these were added not for show, but to make the process smoother, faster, and easier to follow.
Delicious
The brand is grounded in real kitchens, not stock perfection. From the voice to the visuals, it reflects the richness of everyday cooking, warm, personal, and full of flavor. The app feels like a tool you trust, not just another screen.
DESIGN
Typography & Color Palette
In regards of typography and logo I focused on simple, user-friendly choices, each backed by strong test results and real user feedback.
At its core is our primary color: #1c6e1c, a deep, herbaceous tone inspired by the richness of real ingredients, especially the spices and herbs central to home cooking. This color wasn’t chosen for trend or aesthetic alone; it represents nourishment, growth, and the grounded simplicity of everyday meals.
This green serves as the brand’s visual anchor, used across UI elements, marketing materials, and packaging to provide consistency and instant recognition. It’s supported by a crisp white for clarity and openness, and a strong black for typographic structure and contrast. Together, this restrained palette reinforces focus, reduces visual noise, and supports a modern, clean interface that feels confident and composed.
The simplicity of this system allows the design to scale across platforms without losing coherence. Every touchpoint, from screens to printed collateral, maintains a consistent visual presence rooted in approachability and calm precision.
Typography played a central role in shaping Advieh’s identity. I conducted extensive research and testing across multiple font families, weights, and screen sizes to ensure optimal readability, usability, and visual harmony across the product. For the logotype, I selected iBrand for its smooth curves and balanced geometry, which strike the right balance between warmth and structure. The rounded forms convey friendliness and ease, while the clean design brings clarity and a sense of trustworthiness, aligning perfectly with Advieh’s brand values.
For the in-app font, we tested several modern typefaces for legibility, user-friendliness, and how well they integrated with the overall design system. While many options performed well, Open Sauce One stood out for its modern, clean aesthetic and readable structure. It paired seamlessly with Advieh’s tone and layout, reinforcing the calm, focused experience we aimed to offer.
Together, these typographic choices complement the color system and support a brand that’s not only functional but emotionally resonant—designed to feel both human and intentional at every touchpoint.
BRAND NAME
Naming with Meaning
The name Advieh, meaning “spices” in Persian, was chosen with care and purpose. It’s more than a label; it reflects the heart of what we’re building: an experience grounded in flavor, memory, and the quiet joy of cooking at home. In Persian culture, advieh isn’t just one spice, it’s a blend, handcrafted and passed down through generations. That sense of balance, heritage, and intentionality became our north star.
We chose the name because it’s short, memorable, and distinct, but also layered with meaning. It captures both the emotional and functional sides of our product. Just as advieh brings depth to a dish through small, thoughtful additions, the app is designed to enhance everyday cooking through seamless, well-crafted details.
From a product perspective, Advieh strikes the right balance between tradition and modernity. It speaks to cultural roots while remaining accessible to a broad audience, positioning the brand as both personal and scalable. It’s a reminder that great design, like great cooking, starts with simple ingredients, layered with intention.
LOGO DEVELOPMENT
Designing the Brand’s Signature Symbol
The logo was inspired by the mortar and pestle, a kitchen tool found in both traditional and modern homes. With so many variations in shape, material, and style, I explored a wide range of designs and images to get inspire and start sketching. From there, I brought in my background in painting to sketch custom shapes that felt the most fitting.
Once the core form was defined, I moved into Adobe Illustrator to finalize the logo, keeping the design clean, minimal, and line based. We created three color variations, our signature green, black, and white, so it could adapt seamlessly across different contexts. The final mark was crafted to complement the typographic logo we selected, forming a cohesive and balanced brand identity.
Sketches
Before & after logo
OUTCOMES
Brand as Foundation
The Advieh brand system launched with clarity and consistency, establishing a strong visual and emotional foundation from day one. From logo to typography to tone of voice, every touchpoint was crafted to feel intentional, modern, and approachable. The branding didn’t just support the product, it shaped how users perceived the experience.
The result is a visual identity that feels immediately recognizable and quietly confident. With clear guidelines and a unified design language, Advieh has maintained visual consistency across all user interactions, supporting brand trust and long-term recognition.
CONCLUSION
Designed to Feel Human
Advieh’s branding merges simplicity, cultural identity, and modern UX principles to create a personal, authentic, and elevated cooking experience. Through intentional design and storytelling, the brand stands apart in a crowded market—turning everyday cooking into something meaningful.
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