Absolute Meal Prep

Logo Design

Absolute Meal Prep (AMP) delivers properly portioned, delicious meals for a broad range of busy, health-conscious people. The logo needed to simultaneously express health, fitness, nutrition, and expediency. It had to be bold, for athletes and executives, and accessible for moms and students...

CLIENT: Absolute Meal Prep (AMP) delivers properly portioned, delicious meals for a broad range of busy, health-conscious people.

CHALLENGE: The logo needed to simultaneously express health, fitness, nutrition, and expediency. It had to be bold for athletes and executives, and accessible for moms and students. In addition to these complex, somewhat conflicting requirements, the design had to be turned around in only 2 days to meet an immutable press deadline.

SOLUTION: The meals AMP provides are hearty yet light and nutritious. The logo mirrors these qualities by combining thick and thin elements in both the icon and type. The leaves represent health and nutrition, and their floating position expresses airiness, helping counteract the literal weight of the dumbbell. Their sense of motion, combined with the italic script, resonate with the active lifestyle of AMP's clients.