Tastefood - Jegayo

Challenge

Tastefood is a free, open-access tool built to solve a specific problem in institutional sustainability: Scope 3 food emissions reporting. Universities and public institutions are increasingly required to account for the climate impact of the food they purchase, but the data needed to report accurately is fragmented, inconsistent, and painfully manual. Before Tastefood, the only method was hand-categorizing thousands of line items of procurement data, a process that is time-intensive, error-prone, and not reproducible. Most sustainability teams simply couldn't prioritize it.

Jegayo was engaged to define the brand's positioning, visual identity, voice, and web presence, translating what had been a research-born tool into a credible, recognizable brand ready for wider institutional adoption and public visibility.

Opportunity

We developed a brand narrative rooted in Tastefood's unique position: the first and only free tool purpose-built for procurement-level Scope 3 food emissions reporting, designed to work within the realities of institutional systems rather than around them. The messaging strikes a balance between scientific rigor and accessibility. It is grounded, methodical, and direct, with a quiet intellectual curiosity. The voice was crafted to feel like a smart colleague who respects the work and knows when not to take itself too seriously.

The visual identity draws from an early-2000s, pixelated aesthetic: green prairie hills, blue skies, and tomato-shaped Os in a custom logotype set in OffBit Dot Bold. The brand world walks a deliberate line between whimsical and scientifically grounded, pairing a scrappy, homegrown garden feel with intentional, detail-oriented presentation. A restrained palette of sage, slate, mist, and tomato red anchors the system, complemented by pixel-style illustrations and a secondary typeface (PP NeueBit) for body content. We designed a homepage, brand guidelines, social media templates, and sample applications to give them a full kit of parts for launch.

Outcome

Tastefood launched with a cohesive brand identity that matched the ambition and integrity of its founder, a Stanford researcher who built the tool in 2019 out of a refusal to do tedious categorization work by hand. The rebrand coincided with growing institutional momentum: the tool is now used by 50+ universities and its creator was named to the 2025 Forbes 30 Under 30 list for climate innovation, among several other awards. With a brand that finally communicates the rigor and accessibility of the product, Tastefood is positioned to become the standard for institutional food emissions reporting.

www.tastefood.org
Forbes 30 Under 30, Climate Innovation & Green Tech, 2025

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