Brand Identity and Mascot for a Home-Food Delivery App
Keywords
Brand Identity, Logo
Design Timeline
Apr 2021 - May 2021
Highlights
Launching a brand that now has 15k followers
Team Members
Divya Rani (Design Principal) and Tanmaya Rao (Illustrator)
My Role
Design research, ideation, logo design, brand & visual identity, mascot conceptualization
Objective
How might we build a brand visual identity that communicates the unique food service concept & represents the unique name?
Background
During the pandemic, founders & food enthusiasts Leann & Divya stumbled upon the ‘home-chef scene’. They discovered unimaginable fusion cuisines, old traditions revived and food better than the best of restaurants.
Inspired, they set out to build a platform, a community, to empower great Home Cooks to tell their unique stories through their food, and get them an audience with (very eager) Food Enthusiasts.
The Nommers is about...
Interviewing Potential Customers
14 people from Bangalore and Mumbai.
Foodster’s (consumer’s) Persona
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Age: 18-35yrs
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Lives away from home
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Knowledgeable about food
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Keen on trying new dishes: loyal users of Zomato & Swiggy, have memberships.
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Community Centered but also fun
Home-Chef’s (supplier’s) Persona
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Age: 30-45yrs Settled & has a family
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Learns & creates new dishes as a hobby
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Shares dishes they cook with neighbors & friends.
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Some sell their dishes in the society
Key insights researching competitors in the food delivery space:
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Most logos use the first letter of the brand name or the entire name.
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Color schemes are mainly red & orange.
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No competitor uses a mascot in the brand.
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The tone of voice is largely clever wordplay and conversational & yet, trustworthy.
Ideation
Client Presentation
Brand Mascot
The Nomster
The Nomster, the mascot, represents the foodie in all kinds of people. They help the brand stand out from the crowd of food delivery apps in India and appeal to emotion.
The Nomster is the brand extension that brings the brand to life. They have a unique mouth and body shape to be recognizable as a Nomster. Yet, they are flexible enough to create a diversity of Nomsters, fit a variety of contexts, and have movement in animations. They can be used to create social media posts, ad campaigns & more for the brand.
Here a Nom, there a Nom, everywhere a Nom Nom
