Tovala is a system that combines a countertop smart oven with chef-crafted food to make fresh, high-quality meals that cook in under 25 minutes. Tovala's vision for their brand and products ecosystem was to strike a balance between the warm approachability of a lifestyle brand and the bold minimalism common to brands in the larger tech space. We worked closely with Tovala to establish a set of design principles and guidelines that would not only set the tone but also create a consistent visual language for Tovala's digital properties.
Adam Pavloff Product Design
Jason Punches VP of Creative, Tovala
We established a single, flexible style arsenal that embodies Tovala's desired traits. This ensured consistent application at the right moments and touchpoints. Clear guidelines on color and typography were created to maintain brand consistency over time, preserving the intended warmth and elegance.
Differentiating modules by width, layout, and composition brought attention to sub-experiences within the page and created a more dynamic experience. We placed focus on meal photography heroism when necessary to provide emphasis to food items.
In a crowded meal prep market, effective communication is crucial for driving sales. Simplifying messaging and progressively disclosing information while avoiding clutter was the core principle guiding our solutions. We designed a set of modules to promote events, items, and new features, ensuring users never have to guess while maintaining a clean and user-friendly interface.