In the middle of 2020, in the midst of the pandemic and lockdown, a startup team from a food delivery service came to us with a dark kitchen project. It was already known in Moscow as a website with several kitchens including “Varlamov. Eats”. They wanted us to create a new brand from scratch.
Founders of the project had an idea to create an online food market: restaurant-level dishes by professional chefs, high quality ingredients, huge plates, moderate prices, experiments and a variety of cuisines. All this on one platform using the same delivery guys.
We talked to the team, who had a precise understanding of their target audience: modern city center dwellers, young, but mature, earning and average plus salary, who travel and learn a lot and delegate all the daily errands to apps and services. They were seen as experienced in foods and ready to pay for quality and a mindful approach (fast delivery of various cuisines by one courrier).
After the client came up with the brand name “Carrots”, we moved on to look for an idea and graphic system for the new brand. We decided to go with the concept “Gastronomic online adventure” that developed into a witty visual story about a smuggler hare, who travelled around the world and brought along the most interesting and authentic recipes of well-known dishes. Under disguise he crossed borders with valuable stuff in his suitcase.
We decided on a type logo as an eye-catcher on the overcrowded delivery market. The hare became part of the logo: we incorporated him into the first letter “C”.
In order to differentiate our brand we chose bright orange as our main colour and two shades of green to complement it. Deliveries were using yellow, pink or green while we resembled a fresh carrot.
The identity used a well-rounded suitcase shape with quality ingredients inside. We used this shape for packaging and designed stickers to identify different kitchens (“Varlamov.Eats”, “Vedomosti”, etc.). The round shape was supported by Nekst font. Website and app have always been the main user touch points for any food delivery service. Our naughty hare appeared on the banners and notifications to remind about discounts or suggest dishes. Dish badges were shaped as little suitcases to carry delicious trophies. Animation and hover effects emphasized the brand’s fun and bold character and added interaction with users. Stamps and icons served to differentiate categories. Photostyle was tuned up for digital: mouthwatering food against a clean background.
The mobile version was very thought out as it scored the most visits. It consisted of the same elements as the main version: animation, interactive elements and a fun brand character. The service was launched in March 2021.
- Agency/Creative: Plenum
- Article Title: Plenum Agency Creates a New Carrots Food Delivery Service Branding
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Identity
- Agency/Creative Country: Russia
- Market Region: Europe
- Project Deliverables: Brand Creation, Brand Design, Brand Identity, Branding, Graphic Design, Identity System, Illustration, Packaging Design, Research, Tone of Voice
- Industry: Food/Beverage
- Keywords: Delivery, Food delivery, Service, Dark kitchen, Brand mascot, Visual identity, Website design, UI Design