Overview
Miles & Meals is a food-box concept built around the idea of experiencing a city through its food.
Instead of positioning the service as another meal kit, I designed it as a travel-driven food experience: each box represents a destination and brings local street-food recipes, ingredients and stories into the user’s kitchen.
The app connects the full experience — from receiving and managing food boxes to cooking recipes and discovering the cities they come from.
The concept
The core idea was:
Street food. Local stories. At home.
Each delivery contains recipes and pre-portioned ingredients inspired by a specific place, with different box types built around local food culture:
- Local Legend — iconic dishes people grow up with
- Street Made — bold, fast and flavour-heavy street food
- Neighbourhood Bakes — local snacks, pastries and baked treats
The goal was to make discovering new cuisines feel accessible while keeping the sense of place and story behind the food.
App experience
The app was designed around the complete customer journey.
Users can manage upcoming food-box deliveries, browse the recipes included in each box, follow cooking instructions and explore the destinations behind the dishes.
A recipe page combines practical cooking information — preparation time, servings, ingredients and instructions — with the story and location behind the dish.
The Explore section expands the experience beyond the food box itself, allowing users to discover cities, local dishes and new destinations.
Brand identity
The visual identity is based on the idea of travel translated into a collectible system.
Rather than relying on literal travel imagery, I used elements inspired by:
- tickets
- luggage labels
- destination stickers
- navigation symbols
- travel stamps
These are combined with warmer, more expressive food-inspired colors and shapes.
The result balances two sides of the brand:
structured travel systems + expressive food culture
This helped create an identity that feels playful and adventurous without becoming visually chaotic.
Visual system
The interface uses bold colors, rounded shapes and modular cards to create a friendly and accessible experience.
Travel-inspired labels and icons help communicate movement and destination, while food photography and warmer tones keep the focus on flavour and discovery.
The same system was designed to extend beyond the app into packaging and physical food boxes, making each delivery feel like an object that has arrived from somewhere rather than a generic meal kit.
Outcome
Miles & Meals became a complete brand and digital product concept connecting food, travel and discovery.
The project allowed me to work across brand identity, UX structure and interface design while keeping one central idea consistent across the entire experience:
every box is a small journey to another city.