Client: Rigor
Services: Brand Identity · E-commerce Website Design · UX & Subscription Flow
Industry: Food & Healthy Meal Delivery
The brief
Rigor makes chef-made, high-protein ready meals that are sealed in a pouch, delivered chilled and ready in five minutes. The category is crowded and often looks the same: either clinical “fitness food” or generic meal kits. Rigor needed a brand and website as bold as its promise. It had to make healthy eating feel like something you crave, not something you put up with, and make ordering a weekly box effortless.
Brand identity
The identity is built on confidence and appetite. A heavy, condensed display typeface delivers big, punchy headlines like “Hungry yet?” and “Nothing to hide.” that feel loud, honest and impossible to scroll past. The logo is a lowercase rigor wordmark with a compact “r” monogram, simple enough for packaging, app icons and social.
The palette pairs deep forest green with a sharp lime, balanced by warm cream and plenty of white space. It’s fresh, energetic and food-first: fun without being childish, and premium without being precious. Starburst badges like “-25% first box” and “100% natural” add a touch of playfulness and draw the eye to key offers.
The tone of voice is direct and a little cheeky (“no prep, no washing up, no sad desk salads”), which gives Rigor a personality people remember.
E-commerce website
The Rigor website is designed around one goal: getting visitors to build their first box. Every section answers a question a new customer has, then moves them closer to ordering.
Key features include:
- A bold hero with a meal carousel, showcasing dishes with protein, calories and prep time at a glance, plus social proof right under the call to action
- A filterable menu (“Pick your pouch”): filter by High Protein, Veggie, Spicy, Under 500 kcal and Dairy Free, so every diet finds its match in seconds
- Colour-coded meal cards with clear tags (Bestseller, Comfort Pick, Spicy, Omega-3), nutrition stats, pricing and quick add-to-box buttons
- A simple three-step “How it works” section (pick your meals, we deliver chilled, heat and eat) that removes any doubt about the process
- A “Nothing to hide” ingredients section with a full nutrition label and annotated meal photography, building trust through transparency
- A reviews section (“Happy humans”) to reinforce credibility
- A subscription-first flow: choose 6, 10 or 14 meals a week, with the option to skip or pause at any time and no contracts
- A first-order offer and a newsletter signup for the weekly menu, built to capture and convert new customers
- A fully responsive design, optimised for ordering on mobile
The layout uses generous white space, large food photography and strong contrast, so the meals stay the hero on every page.
The result
Rigor now has a distinctive brand and a conversion-focused website that sets it apart in the ready meal market. It’s bold, transparent and built to turn hungry visitors into weekly subscribers.
