Pinch
Rethinking how people collect, organise and cook from recipes.
Pinch is a recipe platform created around a simple observation: recipes are scattered everywhere.
Cookbooks, Instagram, TikTok, YouTube, websites and handwritten notes all compete for attention, making it surprisingly difficult to build a personal recipe collection that is actually useful.
Pinch brings everything together into one intuitive experience designed around how people really cook.
Pinch demonstrates how thoughtful product design can simplify everyday routines by connecting content, planning and interaction into one coherent experience.
The project also serves as a platform for exploring AI-assisted product development, rapid prototyping and modern digital workflows—turning ideas into working products faster while maintaining a strong focus on usability.
The Challenge
Most recipe apps focus on storing recipes.
The real challenge is helping people decide what to cook, adapt recipes to different situations and plan meals without adding unnecessary complexity.
The experience also needed to feel familiar from day one while supporting modern AI-assisted features and future product growth.
The Solution
From product strategy and user experience to interface design and branding, Pinch was designed as a complete digital product.
The platform makes it easy to collect recipes from multiple sources, organise personal collections, scale ingredients automatically, generate shopping lists and plan meals—all within one consistent experience.
Every interaction is designed to reduce friction and make cooking feel more enjoyable, whether users are following a family favourite or discovering something new.