FOODE REBRAND

Foode is a fintech and dining loyalty platform dedicated to creating seamless, personalized experiences while fostering direct, meaningful connections between restaurants and their guests. However, their brand was struggling with consistency, lacked recognizability, and felt immature — more akin to a generic tech company than a brand passionate about dining experiences.

THE CHALLENGE

  • Lack of Brand Consistency: Foode’s visual and verbal identity were fragmented, making it difficult to establish a cohesive presence.

  • Immature Brand Identity: The brand lacked sophistication, failing to reflect the passion and personalized touch of the dining industry.

  • Misalignment with Goals: The existing brand did not align with Foode’s mission to elevate dining experiences and build connections between restaurants and guests.

THE SOLUTION

To address these challenges, I proposed a comprehensive rebranding strategy that included:

  • Conducting a brand audit to identify inconsistencies and areas for improvement.

  • Interviewing stakeholders to understand their vision, values, and expectations.

  • Performing a comprehensive UX analysis of Foode’s platform (iOS app) — an iOS app to enhance user experience.

  • Designing wireframes to address usability and functionality gaps.

  • Creating a new logo and brand identity that better represented the company’s mission.

  • Developing a refreshed color palette to evoke the warmth and sophistication of the dining experience.

  • Collaborating with the communications team to establish a new tone and voice for the brand.

  • Compiling a comprehensive brand guideline document to ensure consistency across all touchpoints.

  • Designing branded swag for the launch, including apparel and promotional items.

PROCESS

  • Discovery and Research

    • Conducted in-depth interviews with key stakeholders to understand the brand’s goals and challenges.

    • Reviewed existing branding materials and performed competitive analysis to identify opportunities for differentiation.

  • Brand Audit

    • Analyzed existing visual assets, messaging, and user experience.

    • Identified areas where the brand was falling short in reflecting its mission and values.

  • UX Redesign

    • Conducted user testing and developed wireframes to improve navigation and overall platform usability on the iOS app.

    • Ensured that the digital experience aligned with the new brand identity.

  • Visual Identity Creation

    • Designed a new logo that combined sophistication with a touch of warmth, reflecting the dining experience.

    • Developed a versatile and cohesive color palette inspired by the culinary world.

  • Brand Voice and Guidelines

    • Worked with the communications team to craft a tone of voice that balanced professionalism with approachability.

    • Compiled a detailed brand guideline document covering logo usage, typography, color palette, tone of voice, and application examples.

  • Launch Preparation

    • Designed branded swag products, including tote bags, t-shirts, and notebooks, for the brand’s relaunch event.

THE RESULTS

  • Increased Brand Recognition

    The cohesive visual and verbal identity established a stronger market presence.

  • Enhanced User Experience

    The updated UX design improved usability and engagement metrics on the platform

  • Stronger Emotional Connection

    The new brand identity resonated with both restaurants and guests, reflecting Foode’s passion for dining experiences.

  • Clear Brand Guidelines

    The brand guideline document provided a roadmap for maintaining consistency across all touchpoints.

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