Saveful – Turn ingredients you have into meals you'll love
From the wilted greens that are best after a blitz with some garlic and oil, to the parmesan rind that’s best after a slow cook in something saucy — Saveful is a new kind of recipe app, designed to save money, food and time.
Shadowboxer
2023 - 2024
Scope: Brand, Product and Experience design, Insight-led product improvements, Investor Memorandums
Team phase 1: Design Director (me), Strategy Director, Strategist, Creative Director (copy)
Team beyond phase 1: Senior Designer, Senior Copywriter, Development team
Note: assets shown are from Phase 1.
Explore Saveful
61% of the world's food waste happens at home. If food waste was a country, it would be the 3rd largest greenhouse gas emitter*.
Determined to change the status quo and help families save money, time and food, Saveful is the first recipe framework-based app, allowing users to cook with what's on hand.
Driven by research insights we developed a brand inspired by curiosity, playfulness and the everyday, designed a product baseline in 6 weeks and helped Saveful raise a successful pre-seed round.
*World Economic Forum “The world’s food waste problem is bigger than we thought - here’s what we can do”; National Benchmarking Study Summary Report
Beyond creating scalable recipe framework logic in collaboration with chefs Matt Moran and Frankie Cox, tracking user's food waste over time was a key sticking point. Ultimately, the concept of challenges was turned into community and school-led engagement and bolstered by a partnership with Quantas.
8 months since launching, Saveful has helped home cooks use up around 2,500kg of food – diverting it away from home kitchen bins and into hungry tummies at a time when every spare dollar counts, equating to a potential reduction of around 4,750kg of CO2 emissions.
Saveful’s impact is tracked through several metrics and user analytics. Pre-make surveys check in with users to see what ingredients were already on hand, thus measuring food being used up and diverted from waste. Post-make surveys help close the loop for users who choose not to complete the pre-make survey.
Users say Saveful’s flexible meal frameworks are a revelation. Federal and State Governments have supported Saveful, 5 local government areas (that’s 250k homes) are on board. The Saveful School Challenge has been launched to 850 Australian schools.
Saveful's impact was recognised as a winner (Best in Category – Digital Design) at the 2024 Victorian Premier's Awards.
Saveful has also been recognised as a winner (Green tick) at the 2024 Good Design Awards.
