FOODE REBRAND
Branding / UI/UX / Direction / Strategy
A Seat at the Table
Foode is a fintech and dining loyalty app designed to create seamless, personalized experiences while building genuine connections between restaurants and their guests. The initial build of the platform was created for iOS, but the vision was always larger—an experience that could live across multiple devices. Still, at the time, the brand’s identity wasn’t keeping up. Instead of feeling warm, passionate, and aligned with the culinary world, it came across as a generic tech startup. Its fragmented look and inconsistent messaging made it hard to recognize and even harder to connect with emotionally.
A Recipe That Wasn’t
Coming Together
The biggest issue was that Foode’s brand identity didn’t reflect its mission. The experience felt immature, disjointed, and too focused on technology rather than hospitality. What should have felt like an invitation to the table instead felt like a flat software interface. For a company so rooted in the culture of dining, this disconnect made it difficult to resonate with users or stand out in a crowded fintech space.
Cooking Up a New Identity
My initial research focused on understanding Foode’s audience. Through stakeholder conversations and analysis, we identified who Foode truly wanted to target and clarified what mattered most to them. With this foundation, I collaborated with the communications team to establish a tone of voice that felt warm, professional, and passionate — one that spoke directly to the audience we wanted to reach. Only then did I move into visual design, beginning with stylescapes to set the direction and explore possibilities. From there, I created a new logo that balanced sophistication with approachability, and expanded it into a full identity system supported by a culinary-inspired color palette. The identity system established a look and feel that felt less like tech and more like hospitality — welcoming, flavorful, and memorable.
Once these foundations were in place, I turned my attention to the app itself. This phase was about more than polishing screens — it was about applying the new brand directly into the user interface and reimagining the entire user journey. I redesigned the home screen to put restaurant discovery and dining experiences at the center, ensuring that users were immediately immersed in Foode’s purpose.
New features allowed users to save and archive their favorite spots, while a more robust search function made finding new restaurants seamless and intuitive. Every interaction was crafted to reflect the new brand identity, creating a journey that felt cohesive, flavorful, and aligned with the emotional connection Foode wanted to build. The updated UI and UX turned the platform into an experience that celebrated both technology and hospitality.
Beyond the visuals, I collaborated with the communications team to define a new tone of voice. We crafted messaging that spoke with warmth, professionalism, and passion, ensuring that users felt like they were being guided by people who loved dining as much as they did. To make sure this new identity could scale, I compiled everything into a detailed brand guideline document, offering the team a roadmap to maintain consistency going forward.
To bring the brand to life in physical form, I designed launch swag that included tote bags, t-shirts, and notebooks. These tangible items gave Foode’s team and partners a chance to feel part of the new identity while extending its reach beyond the app.
Reflection
The rebrand gave Foode clarity and confidence. Its new identity increased recognizability, while the updated app created smoother, more enjoyable experiences for users. Through the process, I learned the importance of sequencing — starting with audience insights and voice before diving into visuals, then applying those choices consistently across design and experience. While the app is still in funding stages, the transformation of the brand and platform impressed both stakeholders and investors, validating the new direction and building momentum for Foode’s future.
Team Credit
Rondel Charles: Brand Strategy, Direction, UX/UI Design
Sydney Lu: UI Design Assist