The challenge proposed by the team at FoodMe was to create an eye-catching, fun and approachable brand which can translate well into an effortless and enjoyable UI experience. The team wanted the logo and graphic elements of the identity to communicate inclusivity and the idea that searching and finding delicious food should be easy, no matter your dietary requirements.

Although in a league of it’s own as a business concept the FoodMe branding projects breaks free of the regular, mundane and corporate identities of online food ordering services. Rather than a static logo which is the same everywhere it’s displayed the FoodMe logo quite literally evokes emotion through the eyes in the ‘oo’s of Food. The irony in these so called ‘hungry eyes’ is that it has no mouth, however it’s still able to communicate different emotions relating to hunger/eating.

Through the utilisation of a bright and loud colour palette, engaging typography and cheeky graphic elements the design identity brings joy and an element of fun to the somewhat mundane task of finding the right food with minimal effort. These design characteristics are eye-catching and memorable which is also the reason it attracts the target audience, outlined previously

The icon/button graphics which are the same as the ones on the website’s UI are a big part of the promotional graphics which very clearly communicates to prospective users what the function of the service is. What would have been a boring list of dietary requirement check boxes have now been transformed into a fun way to communicate the way in which FoodMe functions. Calling out these dietaries i.e vegan, gluten free, nut allergy ect. as part of the brand image attempts to break down the stigma around dietary requirements.

The branding has assisted in the successful launch of FoodMe, a small tech startup aimed at creating a positive impact for those with allergies, intolerances or cultural/religious/environmental ideologies. The icons/buttons graphic, which is a key part of the FoodMe aesthetic, easily communicates the service’s function and emphasises it’s ease of use which has contributed to the influx of users of FoodMe since launch. The graphics & inclusive nature of the entire branding communicates the fact that we are all different, with unique requirements and our love of food should not be diminished, nor should we be ashamed because of them.