Product design + brand identity

Leftly: one photo of your fridge, three dinners from what's left, the missing item at your door

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Leftly is an iOS app for people who cook on weeknights and throw food away. Photograph your open fridge and it names what's inside, offers tonight's three dinners from what's already there, tops up the one thing you're missing in a single swipe and runs the timers on your lock screen. We designed the product first: 22 screens and states in night and light, a 20-second interaction demo and the App Store set. Then the brand around it: the name, a matte 3D night kitchen lit only by the fridge, the bitten-disc logo, and the launch on a tee, a magnet set and a bus shelter.

Project
An Alterra Studio project: we built the company's brand, product and launch from scratch
Stage
Consumer food app, seed stage
Services
Product research, the iOS app in night and light, every edge state, an interaction demo, App Store screenshots, naming, world and key art, logo and app icon, merch, a magnet set, out-of-home, animated board
Tools
HTML screens timed to SwiftUI springs, Nano Banana Pro, GPT Image, Seedance, HyperFrames
01The challenge

Dinner starts at the open fridge

Leftly is an iOS app for people who cook on weeknights and throw food away. One photo of the open fridge, and it offers tonight's three dinners from what's already there.

It names what's on each shelf, tops up the one thing you're missing in a single swipe and runs the timers on your lock screen. Before something goes off, it tells you.

The brief, in a founder's words: "Our app turns what's already in your fridge into tonight's dinner, but our homepage shows a pretty plate like every food app, so a busy cook who bins food every week can't see it starts with their own shelves."

60%

of all the food wasted in 2022 was wasted at home: over 1 billion meals a day.

Source: UNEP, Food Waste Index Report, 2024

£1,000

of food a year is thrown away by the average UK household of four. That's £20 from a typical weekly shop.

Source: WRAP, 2026

16 min

a day, roughly, is how long Americans spend deciding what to have for dinner, in a survey of 2,000 adults.

Source: Talker Research, via Daily Voice, 2026

What 10 funded food apps show on their first screen

A daylight kitchen
8 of 10 open on cream, white, pastel or a bright kitchen. Leftly opens at night, lit only by the fridge.
A plate of food
5 of 10 lead with food photography or illustration instead of the app. Leftly's first screen is your own fridge being read.
A slogan
9 of 10 headline a promise like "made easy" instead of the job. Leftly says the job: dinner from what's left.
Your own fridge
0 of 10 offer to cook from what's already in it. That's where Leftly starts.

Three doubts a cook brings, and the screen that answers each

"It'll suggest recipes I have to shop for."
Tonight ranks three dinners by what you have. The one missing thing is a dashed slot in the recipe, and one swipe brings it.
"I don't want a camera in my kitchen."
Before iOS asks, Leftly says what it does with the camera: "Photos stay on your phone. Leftly reads the food, not the room."
"I don't have time to scan every night."
One scan, then Leftly comes to you: a widget with tonight's dinners, a nudge before the rice goes off, the timer as a Live Activity.
02World and key art

A night kitchen, lit by the fridge

We drew three worlds for Leftly as four-picture grids: the key art, the ingredients, the scan and a dinner, in each one's own light.

Frost put one real ingredient among frosted glass. Fridge Light made a matte 3D kitchen at night, lit only by the open fridge. Hard Flash shot it as an editorial flash photo on cobalt.

Ryan picked Fridge Light. The key art is that kitchen with the leftovers falling out of the fridge light into a glowing bowl, and a short film lets them land.

World Frost: frosted glass fridge and shelf with one real tomato
Frost. Not taken forward.
World Fridge Light: a dark kitchen lit by the open fridge, matte 3D ingredients, a hand holding a phone at the shelves, a lit bowl
Fridge Light. Picked.
World Hard Flash: flash-lit food and plates on a cobalt table
Hard Flash. Not taken forward.
The key art, as a film: what's left lands in the bowl.
03The logo

The last bite

The mark is a disc with a bite out of it and two crumbs: what's left of something good.

We generated 18 lockups, each from an earlier one, and set 17 on one sheet in the order they were made (one was a near repeat). Each sits at full size, at 64 pixels, and as the symbol alone at 64 and 32, the app-icon test.

Ryan picked 06. We traced it to vector, matching the drawing to 99.2%, and built the lockup, the mark and the two app icons from that trace. It reads at 16 pixels, in yolk or night.

Seventeen Leftly logo candidates in generation order, each at full size, at 64 pixels and as the symbol at 64 and 32
The sheet Ryan picked from, numbered in the order they were made.
The Leftly lockup, a bitten disc beside the wordmark, in light on night and ink on paper
The lockup, light on night and ink on paper.
The Leftly mark in yolk at 64, 32 and 16 pixels, and the yolk and night app icons
The mark down to 16 pixels, and the two app icons.
04The board

The identity board, as a 10-second film

Five of the board's seven cells show the product: the flow from scan to recipe, the lock screen, the scan in a hand, the home screen and the app in night and light.

The other two are the key art and the launch. Every swap goes through the mark's own shape, a bitten-disc iris or a bite edge sweeping across the cell, in 0.45 seconds. It loops without a seam.

Ryan scored the app, the demo and this board 8.9 out of 10, joint best with Kubo. The first board's interface was, in his words, "extremely vibe coded". This one is the redo.

05UX

One job and one number per screen

Before drawing again, we wrote the loop down: open the fridge, point the phone, pick a dinner, top up the gap, cook, and get nudged before the next thing goes off.

Each screen got one job and the one number that does it. The copy talks like a kitchen: name the food, the day and the number. Never "items", "ingredients detected" or "AI".

The first pass looked generated, so we started again from research. We broke down shipped-app demos frame by frame and wrote down the tells of a generated app. The final screens pass 25 of them.

20

shipped-app demos broken down frame by frame.

27

tells of a generated app, written down. The final screens pass 25.

22

screens and states, in night and light.

The screens, their jobs and their numbers

Scan
Confirm what's in there. 12 things found, shelf by shelf.
Tonight
Pick tonight's dinner from 3, ranked by what you have.
Recipe
See what you have and fix the gap: 5 of 6.
Top-up
Confirm the basket. At your door by 19:38.
Cook
Do this step. 14:52 left on the stock.
Lock screen
Keep cooking with the phone locked: 12:08 in a Live Activity.
Widgets
Dinner at a glance: 3 dinners, rice has 1 day.
Fridge
Know what goes first: 7 to use this week.
Saved
Feel the progress: 31.4 kg saved this year.
Welcome and Plus
Start, and upgrade at £2.50 a month, billed yearly.
06Directions

Three directions, then one app

We drew the scan and Tonight three ways, all from the same fridge photo and the same cut-out food.

A, The fridge is the screen: your own fridge photo stays the ground, and the food lifts out of it.

B, Dinner is the screen: Tonight is a deck of full-bleed dinners, your food rides along on a glass-shelf tray, and the fridge light is the only light.

C, Light kitchen: a calm daylight app, with night kept for cooking.

Ryan liked all three. The app takes A's scan and its dashed Parmesan slot, B's night deck and tray, and C as light mode.

Direction A: the scan with food lifting off a steel-blue fridge photo, and Tonight as a sheet over the fridge
A, The fridge is the screen. Kept for the scan.
Direction B: the scan emptying shelves onto a tray, and Tonight as a full-bleed risotto card
B, Dinner is the screen. Kept for the app at night.
Direction C: a daylight scan and a daylight Tonight pager
C, Light kitchen. Kept as light mode.
Tonight and the fridge, each in night and light mode
The merge: night is the app, and light mode keeps the same layout in daylight.
07Design system

Your own food, on every screen

The app has no icon set for food. The pieces are cut out of your own fridge photo, and the same ones travel from the scan to the tray, the recipe, the basket and the widgets.

Colour means one thing each. Amber is time left, red is use it today, green is you have it all. The one primary button is fridge light, and it appears only where you commit.

The app is set in SF Pro Rounded in three weights, so it sits in iOS like a shipped app, and system surfaces use SF Pro as Apple does. The brand's own voice goes into the wordmark, and into Gabarito on the App Store set, the tee and the poster.

  • Kitchen #09090BThe app at night
  • Surface #151619Panels and sheets at night
  • Fridge light #EEF4F6Lit surfaces and the one primary button
  • Time #F5A623Time left on a timer or a dish
  • Today #FF5A3CUse it today
  • Have #4CD38AYou have everything for this dinner
  • Night #10131CThe brand world: key art, board, posters
  • Yolk #FFB21EThe mark, the app icon, launch headlines
  • Daylight #F5F4F0Light mode's ground
The object system: milk, yogurt, butter, eggs, lemon, cheese, tomato, spinach, onion, rice, carrot and chilli cut out with a paper edge, use-by tags on what goes first
The object system: the food from the fridge photo, with a paper edge. Tags go only on what goes first.
Shared components: the tray, the dashed missing slot, the primary and inline buttons, reason lines, segments and stepper, and the same parts in light mode
The shared parts, night and light.

Motion rules for every screen

One thing moves at a time
Plus at most one idle element per screen, like the Parmesan slot breathing.
The object lands first
Its words follow 0.04 to 0.25 seconds later. Exits run about 30% faster than entries.
Every haptic has a twin you can see
A lift, a detent, a fill or a colour change, so the demo shows what the phone would feel.
The same cut-outs all the way
Scan, tray, recipe tiles, cook step, the jar and the widgets. Never swapped for an icon mid-flow.
08The app

22 screens and states, night and light

The core flow, in order: scan the fridge, pick a dinner, fill the gap, cook, and let the lock screen carry the timer.

The edge states are drawn too: the camera pre-prompt, a scan that fails on a dark shelf, a fridge with nothing to cook, the top-up on its way, the timer done and Leftly Plus. Fridge and Saved open from Tonight's header, so there's no tab bar.

Three Leftly screens: welcome over a fridge photo, the scan mid-lift with use-by tags, and 12 things found on the tray
Scan. Your own fridge is the picture. Food lifts off each shelf, and tags go only on what goes off first.
Three Leftly screens: the Tonight deck with a spinach and lemon risotto, the recipe with a dashed Parmesan slot, and the same recipe with the slot filled
Tonight and the recipe. The one missing thing is a dashed slot. Add it to the top-up and the Parmesan drops in.
Three Leftly screens: the top-up route to your door, cook mode with a stock-ladle timer, and the lock screen with a Live Activity
Top-up, cook and the lock screen. The route is the picture and the timer is a row of ladles.
Three Leftly screens: home-screen widgets, the fridge with use-by days across the week, and food saved this year shown as a jar
Widgets, the fridge and what you saved, from the scan to the jar.
The camera pre-prompt, a failed scan with the torch, and nothing to cook
Before and when it goes wrong: the pre-prompt, a dark shelf, an empty fridge.
The top-up on its way, the timer done, and Leftly Plus
After: on its way, the timer done, and Plus.
The Dynamic Island compact and expanded over Messages, and Leftly's widgets on a home screen
The timer leaves the app: the Dynamic Island, compact and expanded, and the widgets on a real home-screen grid.
  • s10 welcome
  • s1 permission
  • s1 scan lift
  • s1 scan failed
  • s1 scan done
  • s2 tonight night
  • s2 tonight light
  • s2 empty
  • s3 recipe before
  • s3 recipe after
  • s4 topup
  • s4 success
  • s5 cook
  • s5 done
  • s6 lock
  • s6b island compact
  • s6c island expanded
  • s7 widgets
  • s8 fridge night
  • s8 fridge light
  • s9 saved
  • s11 plus
All 22 screens and states, night and light.
09Motion

The app in motion, tap by tap

A 20-second demo runs the whole flow on one phone, and loops without a seam.

It's built from the screens' own code, posed frame by frame, with every move timed to iOS springs. Each tap shows its haptic as a ring and a small tick of the phone. The camera pushes in on the moment that matters and never past 1.2 times, so the interface is only ever scaled down.

The demo, 20 seconds.
The states most apps skip.
The camera pre-prompt.
The scan.
The deck and the slot.
The top-up.
10In the world

Out of the app

The launch talks like the app's own nudges, on the App Store, a tee, a magnet set for the fridge and a bus shelter at night.

The App Store set gives each frame one line and one real screen, with the food breaking the frame. The magnet set is a week board: put each magnet on the day that food goes off, and cook from the top down.

Five Leftly App Store screenshots: dinner from what's left in your fridge, one photo with 12 things named, three dinners, spinach goes off in 2 days, top up the Parmesan
The App Store set.
A Leftly poster lit in a bus shelter at night: Spinach goes off Thursday. Risotto?
A person in a navy Leftly tee at an open fridge, the print a row of lemon, egg, spinach, cheese and a bitten biscuit
A Leftly use-first magnet set leaning on a fridge at night, food magnets on a week card
The bus-shelter poster flat: Spinach goes off Thursday. Risotto?
The poster, flat.
The use-first magnet card flat: a week board from Monday to Sunday with six food magnets
The magnet card, flat.
The tee print: lemon, egg, spinach, cheese and a bitten biscuit in three inks, over Dinner's already in there
The tee print, in three inks.
Social

The brand in the feed

A mockup of how the brand would run on X. Not a live account.

Leftly avatarFollow

Leftly

@leftlyapp

Dinner from what's left in your fridge. One photo, three dinners, the missing thing at your door.

leftly.appJoined October 2026

88 Following2,946 Followers

Pinned

Leftly @leftlyapp · Oct 19

Meet Leftly. Dinner's already in there.

Leftly @leftlyapp · Oct 20

One photo of your fridge. Twelve things named, shelf by shelf.

Leftly @leftlyapp · Oct 21

Out of Parmesan? Swipe once. It's at your door by the time the rice is done.

Leftly @leftlyapp · Oct 23

Spinach goes off Thursday. Risotto?

A Leftly poster lit in a bus shelter at night: Spinach goes off Thursday. Risotto?A person in a navy Leftly tee at an open fridge
11Credits

Credits and how it was made

Brand, product and launch, made by the Alterra Studio team on 19 October 2026.

Ryan made the key picks: the world and the logo. He also sent the first app back, which led to the redo. The worlds, the key art, the dishes and the launch photographs started as generated images; the logo was generated, picked and traced. Every screen, the demo and the board are drawn in code from one tokens file, so the interface is real and renders at any size.

Who did what

Strategy and research
The brief, three buyer doubts, and an audit of 10 funded consumer food app homepages
Identity
Three worlds, the key art, 18 logo candidates and the trace of the one we kept, the lockups and the app icons
UX
The core loop, one job and one number per screen, the copy and a written list of 27 tells of a generated app
Product design
Three directions, the merged system, 22 screens and states in night and light, the Live Activity, Dynamic Island and widgets
Motion
The 20-second interaction demo, the states film, the animated board and the key-art film
Launch
The App Store set, a tee, a use-first magnet set and a bus-shelter poster
Tools
HTML screens timed to SwiftUI springs, Nano Banana Pro, GPT Image, Seedance and HyperFrames
Method

The category audit

We scored 10 funded consumer food apps on our startup homepage benchmark. They're as good as the average funded startup, and none starts where the evening starts: at the open fridge.

Six help people cook at home and four fight household food waste. Each homepage was scored on 12 criteria, 0 to 2 each, at 1440 and 390 pixels wide. The group averages 14.4 out of 24, level with the 14.1 of our wider benchmark, and 7 of 10 look established.

The gaps are on the first screen. Only one says what the app does in five seconds at both widths, none names its buyer there, and only three show the app doing its job. None offers to cook from what's already in your fridge. Those are the gaps Leftly's first screen is designed to close.

Homepage score out of 24 (12 criteria, 0 to 2 each): 10 funded consumer food apps, October 2026
  1. Company A19
  2. Company B18
  3. Company C17
  4. Company D16
  5. Company E16
  6. Company F15
  7. Company G12
  8. Company H11
  9. Company I10
  10. Company J10
  11. Benchmark average, 100 startups14.1

Alterra Studio startup website benchmark 2026. Companies are anonymised.

The offer

What we'd ship

For a real consumer food app, this is Brand Identity and Product & UI/UX Design as one engagement.

Product
The iOS app in night and light: scan, Tonight, recipe, top-up, cook mode, Live Activity, widgets, the fridge and what you saved, every edge state, and the interaction spec with timings and haptics
Brand
Name check, world and key art, the bitten-disc lockup and app icon, palette and type
Motion
The 20-second interaction demo and the animated board
Launch
The App Store set, a tee, a use-first magnet set and a bus-shelter poster
After this

What's next

  1. Build the homepage opening on the scan of a real fridge at 1440 and 390, and score it on the same benchmark.
  2. Test the scan in real kitchens how many items it names on a dark shelf, and what the torch fixes.

Want this for your company?

Book 30 minutes. We'll tell you what we'd change first in your brand and on your first screen, and what it would cost.

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