# Shelfion

Shelfion, formerly I-Challenge, predicts the shelf-life of food products in minutes instead of months of lab testing. Its software runs on validated microbial growth models, backed by test kits, its own laboratory and consultancy. I was involved from the name onwards, designed the brand, the logo and the website, and helped shape the early version of the software.

- Case study by Bram Rutten, freelance designer (https://www.bramrutten.be/)
- Page: https://www.bramrutten.be/work/shelfion
- Services: Branding, Webdesign
- Website: https://www.shelfion.com

![The Shelfion homepage: 'Smarter shelf-life decisions. In minutes.' above the shelf-life simulation tool, on dark green.](https://www.bramrutten.be/_astro/home-hero.zCelIHa3_Z1BUXJX.webp)

![Brand exploration: 'Your lab, reimagined.' in bright green on dark green, over the outline of the f.](https://www.bramrutten.be/_astro/brand-line.Ova4c5An_Z1ItlN1.webp)

## From I-Challenge to Shelfion

The company started out as I-Challenge, after the challenge tests its lab runs on food products. As it grew into software that predicts shelf-life, the name had to evolve as well. Together we landed on Shelfion: short, ownable, and built on the shelf-life every customer comes for.

![The Shelfion wordmark on dark green, and its icon as a favicon in a browser tab next to shelfion.com.](https://www.bramrutten.be/_astro/brand-browser.M2z7x5W-_Z1ztrni.webp)

## A mark made from the 'f'

The f in the word mark carries the identity: its upright strokes stand on their own as the app icon and the favicon. A bright, almost electric green gives the product one colour that always means Shelfion. As a bonus the 'f' refers to the mathematical function used in their prediction algorithms.

![The wordmark in white on black and in black on white; the on-light version is drawn slightly heavier.](https://www.bramrutten.be/_astro/brand-versions.Bk9r_HdE_PXfUa.webp)

![Five pages of the Shelfion website side by side: Home, How it works, Features, Test kits and About us.](https://www.bramrutten.be/_astro/pages.D0GPOMTK_Z2rLXk6.webp)