Kitro
about the project
Every day, one third of all food is wasted, mostly in the kitchens of hotels, canteens and hospitals, contributing to 10% of global greenhouse gas emissions. That's why KITRO was founded: a proudly female-led, AI-driven food waste management solution based in Switzerland. It's the only fully automated service tailored to the food service industry, pairing AI-powered equipment with an action-focused dashboard for chefs and staff, and food waste consultants who turn that data into tailored strategies. KITRO came to us hoping to better define their product offering and cement their presence in the Swiss market and beyond.
client
Kitro
services
Brand Strategy Brand Positioning Art Direction Brand Identity Brand Voice & Messaging Digital Strategy User Experience Design Web Design Web Development
year
2025
Industry
Technology, AI and SaaS
strategy
KITRO sits at the intersection of high-tech and human connection: the injustice of wasted food while others struggle to eat means human connection underpins how they work, something not yet reflected in their brand positioning. Rooted in Swiss precision and driven by sustainability, KITRO is the only AI-driven, fully automated food waste system that turns waste into measurable value with effortless integration and data-driven savings. To capture both the tech-forward and human sides of the brand, we defined a tone of voice that's approachable, personable and innovative, building confidence and connection while showcasing forward-thinking solutions.
Concept
We landed on a brand concept that speaks to KITRO's differentiated approach, with a wink to their AI integration: Transforming Kitchens with Intelligent Automation (IA). KITRO's Swiss identity, and its parallels with precision, functionality and clarity, shaped the visual direction: Colour: neutral, clean tones for warmth, with a bold Swiss Red highlight symbolizing unity and confidence, plus a secondary pastel palette for infographics. Typography: ABC Favorit, a Swiss grotesque balancing precision with personality. Photography: shot in real kitchens to capture the relationship between people and technology. For the website, we used inspiring visuals to put the client front and centre and position KITRO as a category leader, shaping the sitemap and page structure around the Swiss grid.
the result
The homepage's grid structure supported two clear "layers of proof": real data (meals saved, cost savings) and KITRO's product in action, the TARE (Track, Analyse and Reduce food waste Efficiently), previously unclear on their old site. We commissioned video and photography for a dedicated Solutions page explaining how it works. The site was built in Framer with reusable, editable components (hover states, reveal interactions, dynamic content), custom-coded elements like an interactive hover-scan card, and CMS collections for scalable content. It was handed off with explainer videos so KITRO can manage and grow the site independently.
