The logo was intended to be simple and straightforward regarding the message of the identity it conveys, while also able to spawn different but aesthetically coherent visual elements and objects. Moreover, it was the nutritionist angle that had to be promoted and not that of the dietitian.
An apple. Probably the most iconic element of “taking a bite out of” that exists. The colour green is selected instead of the primary red one for two reasons. One, it is more inviting than the intensive red, it brings out a soothing feeling of health, nature and ecology that people always tend to seek. Second, it is a visual reference to another integral part of healthy nutrition, vegetables. Lastly the form. A monochromatic and flat outline gives out a feeling of defining without imposing, in contrast to what a solid bold logo would do, while also providing a design tool to create different visuals of other shapes and colours, that yet remain coherent to the original logo giving out a sense of continuity.