MealSmith - Brand Strategy & Identity

The journey started with the B2B food aggregator tech brand reaching out with the need for build a 'Brand' for various cuisine line they planned to launch.

Challenges:

Brand that appeals to tech companies to hire them for food service while also appealing to end consumers.

It had to standout as trusted brand that sources traditional and authentic ingredients with strong eye for details.

It had to build reputation as go to brand, for tasty food caterers across multiple cuisine at a reasonable rates

They also planned to enter the mainstream B2C food delivery through delivery apps as cloud kitchen brand.

Design Challenge:

They already had a logo for one of their product line whose aesthetics and colors they loved.

Solution:

Built and defined Brand of House with number of Sub-brand with its own style and colors.

However, it was Strategically agreed that the Brand should exude warmth, modern and friendly tones across the brand touch points along with pictures and textures that spoke of authenticity of the ingredients used.

The Main Brand logo was designed with textures/illustrations of variety of food that they planned to launch. The logo was designed as responsive logo, so there was much simpler version which represented M was used at smaller scale.

The colors were picked from the sub-brand Logo with minor tweaks as it went with the overall Brand personality. The patterns and and Style elements were inspired and elaborated from the Main logo.