Nom Nom Paleo
Learning how to cook like a caveman has never been this rewarding
Brief
The paleo diet is based on eating the same unprocessed foods that our hunter-gatherer ancestors ate during the Paleolithic era. The core idea is that the current Western diet, high in processed foods, sugar, and refined carbohydrates, contributes to the rise of chronic diseases like obesity, diabetes, and heart disease. Michelle Tam and Henry Fong are a husband-wife team who capitalized on this popular diet, publishing the Nom Nom Paleo cookbook series to rave reviews. Their first book was a hit but needed an additional digital platform to extend its reach.
Details
- Cooking app
- Design system
- Built on iOS
Role
- Digital strategy
- UX and creative direction
Approach
To complement the books, website, and blog, the couple wanted an iOS app to house hundreds of recipes, educational content, meal planners, Henry’s whimsical illustrations, and Michelle’s wit.
The first cookbook in the series, “Nom Nom Paleo: Food for Humans,” was published in 2013 and quickly became a New York Times bestseller. The app’s architecture was designed to bring the book to life, encouraging users to discover new recipes and engage with educational content.
The app offered a wealth of high-quality recipe content. Each recipe included step-by-step instructions and photos to guide users through preparing and cooking the dish. Chefs could also save their favorite recipes and organize them into custom collections for easy reference. It even included an ingredient list creator to help with grocery shopping.
A curated “month of meals” calendar provided chefs with a daily list of breakfast, lunch, and dinner recipes for a more guided experience optimized to help them benefit more from the Paleo diet.
A Paleo 101 section provided educational content to supplement the hundreds of recipes, helping chefs learn more about the diet. Michelle’s insightful blog content further enriched the experience, explaining how she created her innovative recipes.
