Frood: Rebrand
Year
November 2023 – Present
Disciplines
Brand Identity, UI Design, Typography, Iconography, Visual Design
Role
Founding Designer
Tools Used
Illustrator, Photoshop, Figma
How it Started...
Hungry Hawks began as a university-specific initiative but has since expanded to embrace a wider, more inclusive community. Through Lehigh University’s accelerated startup program, I had the opportunity to participate and contribute to its growth.
Right now, it’s still in development and undergoing a rebrand from Hungry Hawks to Frood. Currently, only Lehigh University students have access as part of our test audience before we expand to other schools!
Before Rebranding Limitations
Narrow & Exclusive Branding
The branding was too closely tied to the founding university's imagery and terms, alienating users not affiliated with that environment.
Misaligned Messaging & Perception
The app’s design and messaging framed it as a charity rather than a community initiative, reducing engagement and enthusiasm.
Lack of Inclusivity in User Experience
Non-traditional students and faculty felt excluded by the branding, which seemed not to reflect the app's intended universality.
Stigma & Misconceptions
The app’s original messaging as a food assistance program created a stigma, discouraging students from participating.
What's Frood?
Frood is a community-driven platform designed to tackle food waste on college campuses by connecting students, faculty, and staff through shared leftover meals. Available as a free app, Frood promotes sustainability, inclusivity, and the joy of connecting over food. The goal is to transform food sharing into a seamless, engaging experience that helps campuses build a stronger, more connected community.
Frood Mission
Frood’s mission is to make food sharing simple, engaging, and accessible to everyone in the campus community. By reducing food waste through efficient redistribution, Frood aims to foster inclusivity and build a sense of community, ensuring that anyone—from students to faculty—can benefit from shared meals. Ultimately, Frood envisions a world where no food goes to waste, empowering multiple campuses to create sustainable and connected environments.
