A fresh image for local food delivery

What we did

Branding
Development
Software
UX/UI

Grubbage is a new food delivery service that focuses on healthy food options. They required not only strong branding and messaging chops to deliver a one-two punch to prospective customers in an increasingly saturated market. But also the technical savviness and MVP mentality to navigate through a sea of possible features in order to build a scalable web application and mobile app that could perform.

The challenge
Going from ideation to execution for a brand in order to provide a unique spin on food delivery that would gain traction in a growing marketplace.

The solution
Powerful messaging paired with thoughtful UX / UI and a technology STACK that would capture attention.

Brand Exploration

Throughout the exploration of the Grubbage branding, we kept circling back to concepts that put an emphasis on the brand’s core values: health, friendliness, and convenience. Our final concept fused together a location pin with a carrot to communicate healthy food delivery. To top it off, we added rigid leaves that subtly represent a city skyline.

Extending the Brand

To keep the brand feeling fresh, we use vibrant colors based on the natural elements in the mark. The orange conveying warmth, excitement, and enthusiasm while the green stems from the leaves communicate health, growth, and renewal. We built and integrated custom line icons to help support the friendliness and value Grubbage brings to the table.

Typography

Fresh Green

Carrot Orange

White

Black Olive

Deep Forest Green

Dark Grey

Light Grey

Color Palette

Pattern

Design & Development

A multi-prong project that involved the design and development of a front-facing informational site, consumer-facing search application to find restaurants, restaurant-based portal, native iOS mobile app for drivers and a management portal for administratives and employees of the company.

Restaurant Portal

Portal that allowed restaurants owners to manage menus, orders and reviews. The platform provided a notification system that helped keep the restaurant in the loop with drivers and end consumers.

Admin Portal

Portal that allowed restaurants owners to manage menus, orders and reviews. The platform provided a notification system that helped keep the restaurant in the loop with drivers and end consumers.

Driver App

iOS mobile app that was pre-loaded on issued devices for Grubbage drivers in order to manage shifts, map routes, queues, reviews and earnings.

Order Up!

The strategic planning, branding strategy and software development cycles of the project helped to bring this idea of a healthy-centric food delivery platform to life.