Brand showcase · Brand refresh
Foodee
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.
Making room for a broader appetiteMaking room for a broader appetiteMaking room for a broader appetiteMaking room for a broader appetiteMaking room for a broader appetiteMaking room for a broader appetiteMaking room for a broader appetite
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.Foodee began with a resourceful fox mascot, a compact wordmark, and a dark visual system shaped by the company’s startup roots.Foodee began with a resourceful fox mascot, a compact wordmark, and a dark visual system shaped by the company’s startup roots.Foodee began with a resourceful fox mascot, a compact wordmark, and a dark visual system shaped by the company’s startup roots.Foodee began with a resourceful fox mascot, a compact wordmark, and a dark visual system shaped by the company’s startup roots.Foodee began with a resourceful fox mascot, a compact wordmark, and a dark visual system shaped by the company’s startup roots.Foodee began with a resourceful fox mascot, a compact wordmark, and a dark visual system shaped by the company’s startup roots.
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.
A warmer, more generous expressionA warmer, more generous expressionA warmer, more generous expressionA warmer, more generous expressionA warmer, more generous expressionA warmer, more generous expressionA warmer, more generous expression
Marketing websiteMarketing websiteMarketing websiteMarketing websiteMarketing websiteMarketing websiteMarketing 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.
Original wordmarkOriginal wordmarkOriginal wordmarkOriginal wordmarkOriginal wordmarkOriginal wordmarkOriginal wordmark
The existing wordmark was recognizable and approachable, but its pointed shapes, uneven negative space, and vertical monogram limited its versatility.The existing wordmark was recognizable and approachable, but its pointed shapes, uneven negative space, and vertical monogram limited its versatility.The existing wordmark was recognizable and approachable, but its pointed shapes, uneven negative space, and vertical monogram limited its versatility.The existing wordmark was recognizable and approachable, but its pointed shapes, uneven negative space, and vertical monogram limited its versatility.The existing wordmark was recognizable and approachable, but its pointed shapes, uneven negative space, and vertical monogram limited its versatility.The existing wordmark was recognizable and approachable, but its pointed shapes, uneven negative space, and vertical monogram limited its versatility.The existing wordmark was recognizable and approachable, but its pointed shapes, uneven negative space, and vertical monogram limited its versatility.
Refined wordmarkRefined wordmarkRefined wordmarkRefined wordmarkRefined wordmarkRefined wordmarkRefined wordmark
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 personality built to travelA personality built to travelA personality built to travelA personality built to travelA personality built to travelA personality built to travelA personality built to travel
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.