In the ever evolving world of start ups and foodtech, innovation is a must. In 2022 Tovala started a pilot project called Marketplace. Marketplace would partner with well-known nationwide chefs and products and use Tovala’s technology to cook these products perfectly. The pilot’s success warranted more resources committed to this project in 2023. As the designer and creative lead on this project I was tasked with creating a sub-brand that felt like a part of Tovala but stood apart from our weekly menu. Our Marketplace user research found that customers trusted Tovala and in turn, trusted that the brands selected for Marketplace would cook perfectly and promised the same quality as weekly Tovala meals. It was paramount that these ideals along with joy, discovery and new food adventures were conveyed in the design and art direction.