Creating a warm, happy, delicious persona for a UK-based home chef food delivery platform.
Scope of Work
Indians in the UK had to settle for inauthentic Indian food, modified for foreign taste buds
(both in terms of choice of items as well as the style of preparation and spice levels)
Feedzaa wanted to bring authentic regional cuisines to families in the UK
Authentic Indian food was already available through informal means such as whatsapp groups or facebook pages, but the customer base for such cooks was limited.
The process of creating this delectable design
Our aim was to create the right brand identity that would be the perfect garnish for the brand. The brand stood for authenticity, freshness, comfort and joy. The design needed to represent that.
Sautee-ing all the way.
We were inspired by the tossing of ingredients in a pan and created a logo with topsy-turvy typesetting that made it feel that the alphabets were being freshly tossed as we speak.
Readability was our biggest challenge but after multiple arrangements, we found one that worked on all fronts.
The curved lines represented the connection between the home chefs and foodies ordering from them; they were the bridges connecting people.
Variations of the Feedzaa logo allows for small but impactful ways of expression.
Feedzaa had three key offerings, namely fresh food, nostalgia, and authentic flavours. For this very reason, we created three versions of the logo with small soft-edged graphics that make them look like little explosions of emotion.
Application of colour
To depict the warmth of home cooking. The feedzaa warm red is to be used as the background for text heavy promotional collaterals or social media posts.
The bright yellow is to be used only as an accent colour to highlight key elements of an icon or illustration.
A neutral colour that balances the brightness of the red and yellow. Text in neutral grey offers good legibility on the feedzaa red.