Global recipe box delivery service Marley Spoon has announced it is rebranding for the new year, revealing a new logo, colour palette and imagery.

The company said in a statement that the revised logo was designed with friendliness and accessibility in mind, and provides increased application flexibility, with the letter ‘y’ mimicking the shape of the spoon from the old logo.

Marley Spoon has also changed its imagery to reflect a friendlier, brighter and more simplified look.

The company has also introduced a new colour palette to help emphasise its food imagery, as well as a new set of icons.

Marley Spoon’s two primary typefaces will remain the same, but will be used alongside an additional set of display typefaces that mimic handwriting designed to provide the brand with a friendly, human element.

Marley Spoon’s head of brand, Anjali Grover, said the new look and feel will appeal to a wider consumer audience, is more recognisable and has greater visibility in exciting and growing global markets.

“Marley Spoon has evolved greatly since its launch in 2014,” she said.

“After two years, we felt it was time to update the brand to better reflect the spirit of our product as articulated by our customers, who describe Marley Spoon as fun, food-focused and inviting.”

The company’s creative director, Amie Lin, said the rebrand was intended to create a visual identity that not only addresses the operational issues Marley Spoon had with previous assets, but also feels more friendly and accessible to customers.

“After nearly a year of iterating, we are proud of the fresh set of Marley Spoon visuals,” she said.

“The new look is distinctive and provides us with the perfect platform to focus on a delightful customer experience.”