Luvo Foods is a challenger brand in the frozen food market. It offers a clean, delicious alternative to many sodium- and artificial ingredient laden “healthy” products on the market. To achieve an engaging experience for an e-comm property, we looked to the draw of the food itself – it’s a bounty of colorful ingredients that tended to clash with any heavy UI elements. Rather than fighting that battle, we utilized the food as an almost biological draw – keeping the aesthetic clean, we focused on letting the food be the wayfinding device, like you were following your nose. In that way we paid special attention to consistency in photography and minimizing the user interface palette. Working closely with the ux designer, we developed an accessible-friendly color set to accommodate an older sub-audience of frozen food buyers.


Creative direction: Peter Chlebak

UX Designer: Renee Ng

Agency: Invoke