Nutrition data trusted by millions, wrapped in a brand that looked dated next to its own product. A modern identity protected the trust while opening professional and research audiences.
RoleArt Director
ServicesBranding · Web Design
ImpactPrecision made more human
01
The Business Problem
Cronometer’s moat is data quality: a verified food database in a category dominated by a much larger crowdsourced competitor. Through 2023 the company grew from roughly six million to eight million users, and it was selling well beyond consumers — Cronometer Pro serves dietitians, clinics and research teams that need compliance-grade tools. Bootstrapped, with no outside investment, that growth is funded by subscriptions. In the company’s own words, the brand had been left ‘dated, and at odds with its impressive and increasingly popular product.’
02
The Strategic Insight
Precision is the brand
Do not soften the science to chase approachability. Accuracy is why professionals trust the product and why everyday users switch to it. Make precision feel human, and one identity can serve the daily tracker and the research team at the same time.
The mark: an apple drawn as a target, ringed like an orbit. The product’s entire promise — precision — carried in a single symbol.
03
The Design Execution
01
Modernize the system
Created a flexible visual language capable of supporting consumer, professional, and research audiences.
02
Turn data into insight
Used hierarchy and clear storytelling to make complex nutrient information feel understandable and useful.
03
Set the direction
Defined and guided the rebrand and web-design direction in collaboration with designer Maxi Malisani, keeping every expression anchored to the data-first reputation the product had earned.
The system at street scale: “Track Your Calories, Exercise Better” on a billboard. An identity that only worked in-app would have capped the growth it was built for.In the wild: the same system across the app-store presence and the campaign creative users actually meet first.
04
The Measurable Result
A more contemporary expression of a trusted product
A flexible identity for multiple audience groups
A clearer bridge between precise data and everyday wellbeing
Gallery
Ownership
Freddy served as Art Director, defining and guiding the rebrand and web-design direction in collaboration with designer Maxi Malisani.
