Fueling healthy habits: How Clean Cut Meals transformed their brand and user experience to drive growth

Clean Cut Meals, an Irish meal prep service known for its chef-made, nutritionally balanced meals using locally sourced ingredients, partnered with the Logic+Magic team to transform their brand and user experience, driving growth and supporting their mission to deliver convenience and quality to health-conscious customers. They faced significant challenges with their website’s user experience (UX) and user interface (UI), which were limiting their ability to effectively convert visitors into customers, retain existing ones, and maximise customer lifetime value. As part of their growth ambitions to reach 1,000 subscribers, they needed a comprehensive overhaul of their digital experience to better align with the needs of their target audiences, especially health-conscious individuals seeking convenience, while removing barriers to purchase and enhancing overall usability.

The strategy

Our team took a user-centric and holistic approach to addressing the challenges Clean Cut Meals faced. We began by redefining the brand identity, ensuring it resonated with the core target groups, including busy professionals, fitness enthusiasts, and those prioritising healthy living. This involved refining the tone of voice to communicate trust and expertise, crafting a visual style that highlighted the premium quality of the product, and anchoring the brand within the market as a leader in convenience and health. Using data-driven insights and workshops with stakeholders, we identified customer pain points and blockers across the user journey.

These insights shaped the design of intuitive navigation, streamlined interaction flows, and seamless experiences that effortlessly guided users from initial awareness to purchase. Beyond the transactional elements, we also ensured loyalty and engagement were prioritised by refining the post-purchase experience, including account management features and subscription tools designed to empower users and meet their specific needs.

The solution

We conducted extensive research and creative exploration to establish a brand identity that spoke directly to Clean Cut Meals' target audiences. This foundation informed every aspect of the project, from the creation of a style guide to the development of wireframes and user flows. We carefully analysed the information architecture to ensure the website’s structure was both user-friendly and optimised for the behaviours and goals of specific customer segments.

The redesign of key user flows, including onboarding, product selection, and subscription management, ensured a frictionless experience that prioritised ease of use, clarity, and visual consistency. All outputs were rigorously aligned with user-centred design principles, ensuring the final interface met both customer expectations and business objectives.

The impact

The project delivered a refreshed and cohesive brand identity that was carefully tailored to appeal to Clean Cut Meals’ core customer groups. Outputs included low- and high-fidelity wireframes, final UI designs for desktop and mobile platforms, and a comprehensive style guide encompassing colours, typography, and tone of voice.

Additionally, development notes and annotations were provided to guide the implementation of the design updates. These deliverables not only addressed the immediate UX challenges but also established a scalable foundation for future customer engagement, ensuring that the website could continue to meet the evolving expectations of its users.

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