Timeline:

April 2024

Software Used:

Figma, Adobe Illustrator

Role:

UX Designer, Visual Identity Designer

Goal:

Develop a cohesive visual identity and intuitive mobile app prototype for Tamarind that embodies its commitment to natural, high-quality products, while ensuring a seamless and engaging user experience for health-conscious consumers.

Context

Tamarind is a local Ann Arbor grocery store specializing in organic bulk ingredients and sustainable living. But despite its mission, it lacked two essentials: a cohesive visual identity and a digital platform to reach its target audience — primarily environmentally conscious young adults and University of Michigan students.

In our introductory graphic design class, the professors gave us this prompt: “With only a few weeks before their soft launch, Tamarind approached you with a challenge”:

<aside> ⭐

Could you craft a brand and app experience that felt as natural and high-quality as the products on their shelves?

</aside>

The Problem

Tamarind’s values were strong — but their brand wasn’t. The lack of a recognizable identity made it difficult to build community trust. Shoppers were confused by inconsistent visuals and couldn’t browse or order products online. As a result:

• Customers couldn’t engage with Tamarind outside the physical store.
• The brand lacked credibility in a saturated health-conscious market.
• Their commitment to sustainability was invisible to digital users.

Objectives

1. Create a visual identity that felt organic, warm, and grounded in nature
2. Prototype a mobile app that reflected the store’s values and provided a seamless shopping experience
3. Align branding and usability across physical and digital platforms