Brand showcase · Brand refresh

Foodee

Date 2021–2023

Type Brand refresh / Marketing website

More flavour, without losing the familiar.More flavour, without losing the familiar.More flavour, without losing the familiar.More flavour, without losing the familiar.More flavour, without losing the familiar.More flavour, without losing the familiar.More flavour, without losing the familiar.

Foodee had grown from a scrappy corporate catering startup into a broader workplace-meal platform, but its visual identity had evolved in fragments. I helped bring those pieces together: refining the familiar wordmark, warming up the palette, strengthening the typography, and building a brighter visual language that better matched the energy of the company.Foodee had grown from a scrappy corporate catering startup into a broader workplace-meal platform, but its visual identity had evolved in fragments. I helped bring those pieces together: refining the familiar wordmark, warming up the palette, strengthening the typography, and building a brighter visual language that better matched the energy of the company.Foodee had grown from a scrappy corporate catering startup into a broader workplace-meal platform, but its visual identity had evolved in fragments. I helped bring those pieces together: refining the familiar wordmark, warming up the palette, strengthening the typography, and building a brighter visual language that better matched the energy of the company.Foodee had grown from a scrappy corporate catering startup into a broader workplace-meal platform, but its visual identity had evolved in fragments. I helped bring those pieces together: refining the familiar wordmark, warming up the palette, strengthening the typography, and building a brighter visual language that better matched the energy of the company.Foodee had grown from a scrappy corporate catering startup into a broader workplace-meal platform, but its visual identity had evolved in fragments. I helped bring those pieces together: refining the familiar wordmark, warming up the palette, strengthening the typography, and building a brighter visual language that better matched the energy of the company.Foodee had grown from a scrappy corporate catering startup into a broader workplace-meal platform, but its visual identity had evolved in fragments. I helped bring those pieces together: refining the familiar wordmark, warming up the palette, strengthening the typography, and building a brighter visual language that better matched the energy of the company.Foodee had grown from a scrappy corporate catering startup into a broader workplace-meal platform, but its visual identity had evolved in fragments. I helped bring those pieces together: refining the familiar wordmark, warming up the palette, strengthening the typography, and building a brighter visual language that better matched the energy of the company.

A look back at the early brandA look back at the early brandA look back at the early brandA look back at the early brandA look back at the early brandA look back at the early brandA look back at the early brand

Evolution

The original identityThe original identityThe original identityThe original identityThe original identityThe original identityThe original identity

Foodee began with a resourceful fox mascot, a compact wordmark, and a dark visual system shaped by the company’s startup roots. It was also quite heavy, and a fox is a questionable choice for a mascot when you’re ordering food.Foodee began with a resourceful fox mascot, a compact wordmark, and a dark visual system shaped by the company’s startup roots. It was also quite heavy, and a fox is a questionable choice for a mascot when you’re ordering food.Foodee began with a resourceful fox mascot, a compact wordmark, and a dark visual system shaped by the company’s startup roots. It was also quite heavy, and a fox is a questionable choice for a mascot when you’re ordering food.Foodee began with a resourceful fox mascot, a compact wordmark, and a dark visual system shaped by the company’s startup roots. It was also quite heavy, and a fox is a questionable choice for a mascot when you’re ordering food.Foodee began with a resourceful fox mascot, a compact wordmark, and a dark visual system shaped by the company’s startup roots. It was also quite heavy, and a fox is a questionable choice for a mascot when you’re ordering food.Foodee began with a resourceful fox mascot, a compact wordmark, and a dark visual system shaped by the company’s startup roots. It was also quite heavy, and a fox is a questionable choice for a mascot when you’re ordering food.Foodee began with a resourceful fox mascot, a compact wordmark, and a dark visual system shaped by the company’s startup roots. It was also quite heavy, and a fox is a questionable choice for a mascot when you’re ordering food.

An identity in transitionAn identity in transitionAn identity in transitionAn identity in transitionAn identity in transitionAn identity in transitionAn identity in transition

The fox eventually stepped aside and the palette became lighter and friendlier, creating a useful foundation for a more expressive brand.The fox eventually stepped aside and the palette became lighter and friendlier, creating a useful foundation for a more expressive brand.The fox eventually stepped aside and the palette became lighter and friendlier, creating a useful foundation for a more expressive brand.The fox eventually stepped aside and the palette became lighter and friendlier, creating a useful foundation for a more expressive brand.The fox eventually stepped aside and the palette became lighter and friendlier, creating a useful foundation for a more expressive brand.The fox eventually stepped aside and the palette became lighter and friendlier, creating a useful foundation for a more expressive brand.The fox eventually stepped aside and the palette became lighter and friendlier, creating a useful foundation for a more expressive brand.

Certainly an improvement, but it still felt dragged down by the overuse of grey and muted green. It was at this point I was able to start making some strategic suggestions about how to improve the brand further.Certainly an improvement, but it still felt dragged down by the overuse of grey and muted green. It was at this point I was able to start making some strategic suggestions about how to improve the brand further.Certainly an improvement, but it still felt dragged down by the overuse of grey and muted green. It was at this point I was able to start making some strategic suggestions about how to improve the brand further.Certainly an improvement, but it still felt dragged down by the overuse of grey and muted green. It was at this point I was able to start making some strategic suggestions about how to improve the brand further.Certainly an improvement, but it still felt dragged down by the overuse of grey and muted green. It was at this point I was able to start making some strategic suggestions about how to improve the brand further.Certainly an improvement, but it still felt dragged down by the overuse of grey and muted green. It was at this point I was able to start making some strategic suggestions about how to improve the brand further.Certainly an improvement, but it still felt dragged down by the overuse of grey and muted green. It was at this point I was able to start making some strategic suggestions about how to improve the brand further.

Strategic updates to spice up the identity.Strategic updates to spice up the identity.Strategic updates to spice up the identity.Strategic updates to spice up the identity.Strategic updates to spice up the identity.Strategic updates to spice up the identity.Strategic updates to spice up the identity.

Brand refresh

Wordmark evolutionWordmark evolutionWordmark evolutionWordmark evolutionWordmark evolutionWordmark evolutionWordmark evolution

The existing logo wasn’t bad, but it felt unrefined and its awkward shapes made it hard to use. Not wanting to throw out the baby with the bathwater, a subtle refresh modernized the brand without handcuffing a small team to a vigilant rollout effort.The existing logo wasn’t bad, but it felt unrefined and its awkward shapes made it hard to use. Not wanting to throw out the baby with the bathwater, a subtle refresh modernized the brand without handcuffing a small team to a vigilant rollout effort.The existing logo wasn’t bad, but it felt unrefined and its awkward shapes made it hard to use. Not wanting to throw out the baby with the bathwater, a subtle refresh modernized the brand without handcuffing a small team to a vigilant rollout effort.The existing logo wasn’t bad, but it felt unrefined and its awkward shapes made it hard to use. Not wanting to throw out the baby with the bathwater, a subtle refresh modernized the brand without handcuffing a small team to a vigilant rollout effort.The existing logo wasn’t bad, but it felt unrefined and its awkward shapes made it hard to use. Not wanting to throw out the baby with the bathwater, a subtle refresh modernized the brand without handcuffing a small team to a vigilant rollout effort.The existing logo wasn’t bad, but it felt unrefined and its awkward shapes made it hard to use. Not wanting to throw out the baby with the bathwater, a subtle refresh modernized the brand without handcuffing a small team to a vigilant rollout effort.The existing logo wasn’t bad, but it felt unrefined and its awkward shapes made it hard to use. Not wanting to throw out the baby with the bathwater, a subtle refresh modernized the brand without handcuffing a small team to a vigilant rollout effort.

Old

New

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Softer forms, balanced spacing, and a compact monogram improved the system while preserving the equity of the familiar name. The new dot adds a subtle reference to Foodee’s distinctive spelling and domain.Softer forms, balanced spacing, and a compact monogram improved the system while preserving the equity of the familiar name. The new dot adds a subtle reference to Foodee’s distinctive spelling and domain.Softer forms, balanced spacing, and a compact monogram improved the system while preserving the equity of the familiar name. The new dot adds a subtle reference to Foodee’s distinctive spelling and domain.Softer forms, balanced spacing, and a compact monogram improved the system while preserving the equity of the familiar name. The new dot adds a subtle reference to Foodee’s distinctive spelling and domain.Softer forms, balanced spacing, and a compact monogram improved the system while preserving the equity of the familiar name. The new dot adds a subtle reference to Foodee’s distinctive spelling and domain.Softer forms, balanced spacing, and a compact monogram improved the system while preserving the equity of the familiar name. The new dot adds a subtle reference to Foodee’s distinctive spelling and domain.Softer forms, balanced spacing, and a compact monogram improved the system while preserving the equity of the familiar name. The new dot adds a subtle reference to Foodee’s distinctive spelling and domain.

A more vibrant websiteA more vibrant websiteA more vibrant websiteA more vibrant websiteA more vibrant websiteA more vibrant websiteA more vibrant website

Punchier colour, stronger typography, fresh photography, and more varied storytelling gave Foodee a warmer presence across its marketing pages.Punchier colour, stronger typography, fresh photography, and more varied storytelling gave Foodee a warmer presence across its marketing pages.Punchier colour, stronger typography, fresh photography, and more varied storytelling gave Foodee a warmer presence across its marketing pages.Punchier colour, stronger typography, fresh photography, and more varied storytelling gave Foodee a warmer presence across its marketing pages.Punchier colour, stronger typography, fresh photography, and more varied storytelling gave Foodee a warmer presence across its marketing pages.Punchier colour, stronger typography, fresh photography, and more varied storytelling gave Foodee a warmer presence across its marketing pages.Punchier colour, stronger typography, fresh photography, and more varied storytelling gave Foodee a warmer presence across its marketing pages.

Product momentsProduct momentsProduct momentsProduct momentsProduct momentsProduct momentsProduct moments

Illustration and a more conversational tone brought warmth to practical moments, including error states across desktop and mobile.Illustration and a more conversational tone brought warmth to practical moments, including error states across desktop and mobile.Illustration and a more conversational tone brought warmth to practical moments, including error states across desktop and mobile.Illustration and a more conversational tone brought warmth to practical moments, including error states across desktop and mobile.Illustration and a more conversational tone brought warmth to practical moments, including error states across desktop and mobile.Illustration and a more conversational tone brought warmth to practical moments, including error states across desktop and mobile.Illustration and a more conversational tone brought warmth to practical moments, including error states across desktop and mobile.

Swag and printSwag and printSwag and printSwag and printSwag and printSwag and printSwag and print

A flexible illustration and pattern system carried the refreshed identity across event graphics, sales materials, apparel, and everyday brand touchpoints.A flexible illustration and pattern system carried the refreshed identity across event graphics, sales materials, apparel, and everyday brand touchpoints.A flexible illustration and pattern system carried the refreshed identity across event graphics, sales materials, apparel, and everyday brand touchpoints.A flexible illustration and pattern system carried the refreshed identity across event graphics, sales materials, apparel, and everyday brand touchpoints.A flexible illustration and pattern system carried the refreshed identity across event graphics, sales materials, apparel, and everyday brand touchpoints.A flexible illustration and pattern system carried the refreshed identity across event graphics, sales materials, apparel, and everyday brand touchpoints.A flexible illustration and pattern system carried the refreshed identity across event graphics, sales materials, apparel, and everyday brand touchpoints.