Brand Launch
I was tasked with redefining an existing app into a new, exciting brand that was relevant to its user audience. Through market research and inside-knowledge of the London food and beverage industry, I created a captivating and fun visual identity for the business. With help from illustrator, Lauren Ly, I was able to produce a compelling brand book that resounded with the target demographic, and gathered praise from investors, partners and consumers. I successfully launched Appetite into the UK market over a span of 9 months, creating a strong brand identity and presence in the market.
Company: Appetite App
Work: Branding and Visual Identity
Team: Head of Creative: Amy Ruse, Illustrator : Lauren Ly
Deliverables: Re-brand product and launch into UK market
Visual Identity
After weeks of intense ideation and market research, I built a brand book and brand guidelines document that outlined specifications for use of the logo, typography, imagery, tone of voice and illustrations for the wider use of the business.
In order to keep a consistent visual identity, I created rules for the visual aspect of the brand. This was to keep the assets and marketing outlets looking uniform and recognisable to the growing user base.
Logo concepts
For the primary logo, we opted for a simple 'A' that had a playful and recognisable feel. We then created secondary and tertiary logos for use across the app, web and print, that incorporated the name of the brand. This allowed us to create contrasted looks and feels of the logo which paired well with our use of film photography. I created specific brand guidelines around the use of the logo and its placement. It was important that we could achieve brand awareness via the simple "A" whilst also using the full brand name at times to provide further clarity over who we were
Illustration
I hired illustrator, Lauren Ly to produce for us a set of characters that lived inside our app and on our social media. The idea was to create familiar faces that would help promote brand recognition. Consumers fell in love with them and asked to see more of them! We set about creating a library of over 100 illustrations that summed up the community of eating out with friends.
Colours
With involvement from the UX designer, we teamed together to create a vibrant colour palette for use across the web, socials and app. We needed to curate a mix of tones that not only worked well together, but followed accessibility guidelines throughout the app. We chose our primary, tertiary and decorative colours that all held their own roles. We opted for a neutral base tone for illustrations and graphics, with pops of colours to keep the content fun.
Photography and Videography
As a photographer, I was excited by the idea of using a unique angle of photography for the brand. I opted for film photography, incorporating rich contrasts and flash exposures, creating an imperfect, casual and trendy look that resounded with the target audience. I found the use of high saturation photography paired well with the use of graphics and illustration.
For the videography, I opted for a similar effect, but with more of a romantic essence, capturing soft and warm tones with our subjects.
