Menu
Established as Eatmeals in 2016; they were first ethnic food delivery service in Vancouver, BC. They primarily use WeChat as a platform to reach their target audience. However 2 years later, the restaurant food delivery market is heavily competitive with Fantuan, Door Dash, Skip the Dishes and Uber Eats. They commissioned us to rebrand them to re-establish their brand in the market. Unfortunately, the founder faced some personal issues which resulted to closing the business before our concept can be launched. So indulge us as this could be the ONLY place to see what Eatmeals could have become.
– before
Eatmeals has a cartoony aesthetic. Although this style is common in Asian markets, we felt that it was too generic. They also heavily use red as their brand colour. We felt that red was too strong of a colour. We pushed for a cleaner, sophisticated style instead. Our vision was to depend on good typography, layout and calmer colours.
1 – Eatmeals mascot
2– Corporate red
Eatmeals has the technology, logistic experience, fulfillment infrastructure for instant delivery. The question is, does Eatmeals need to stay within the Food & Beverage industry? Or can they expand to other markets like retail, second-hand resellers and peer to peer markets? If so, then how?
Solution:
Change the brand to work in both Food & Beverage and other markets.
米 { mǐ } noun: rice
Mǐ in Chinese means more than rice, it also means wealth and prosperity. This is a perfect metaphor because it's both a food and opportunity. Peer to peer markets creates entrepreneurship and businesses.
雲 ~ 云 { yún } noun: cloud
Yún in technology means online or web. This new cultural meaning for "cloud" forms a clear connection to technology.
We like to begin our design process starting with typography. Finding the right font is a crucial foundation to establish the feeling of the identity. Because Miuin has both English and Chinese typography, both font choices needs to work together in harmony. We felt that rounding Futura hard corners plays well with our custom Chinese font.
3 – Shuowen Jiezi; Image
Name Design
Identity Design
Theresa Lin
Eric Li
Kenneth Yip
