SMASH. UI & UX Design

Save Money and Stay Healthy


Primary User Research and Analysis
Brand Positioning and Proposition
Name Generation
Brand Identity
UI and UX Design
Community Building


Instagram users

Shortlisted - app design


Rating on Apple Store

The challenge

Create a new brand and app to ‘nudge’ young people to make everyday healthier food choices.

SMASH aims to help fight youth obesity by giving 13- to 24-year-olds 20% discount on healthier food options with grab-and-go, restaurants, grocery stores and online vendors.

The big idea

A playful and highly animated brand identity and app interface designed to make better food choices for young people, not only easy but fun and highly shareable.

Supportive & Empowering

SMASH’s values focus on ‘doing the right thing’ – increasing access to, and the affordability of healthy food for every young person in the UK. The concept conveys a sense of guidance while putting the power literally in the user’s hands. With a tone of voice that is informal, conversational & quirky, the app engages users through its powerful name and high-energy colour palette.

Consistency with Adaptability

Simple, high-impact and adaptable, the brand is based on core elements with a suite of more flexible assets; this allows for both consistency and adaptability – key to accommodating a wide range of retailers on the app. The concept of choice is reflected in the brand’s iconic 50/50 diagonals and contrasting colour pairings.

The processes I-AM use to ideate and turn ideas into things are world-class… Every interaction energizes the next and like a chain reaction, you find that at the end of the process, you really have something special and different to shout about.

Chris Holmes, Co-founder at SMASH

Building a Healthy Community

Following the brand creation, we collaborated with SMASH’s app developers to define the user experience and apply the brand design to the user interface. As part of this process, we have also led the ideation for various app features and ways to gamify the app to encourage frequent and sustained use as well as exploring ways to create a SMASH community, supported by the insights of the Biteback 2030 youth group.

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