Type of work: Strategy, Identity, Digital
Type of project: Food
Eatch, the pioneer in delivering home-quality meals on autopilot, revolutionizes the culinary landscape with the world’s most efficient and flexible solution for cooking high-quality, individually-cooked meals in production kitchens. As a lead designer, I played a pivotal role in the evolution of Eatch from its roots in a B2C model to its current prominence as a dynamic B2B force, tailored to the demands of the evolving market.
“It seems like science fiction, but it is now really possible. It’s as if you order à la carte and also influence the final taste of the dish. We are increasingly cooking on demand based on customer wishes.” Douwe Driehuis – ISS
Eatch’s journey into the B2B realm was fueled by a strategic pivot, recognizing the immense potential to succeed in providing groundbreaking technology. This shift positions Eatch as an industry leader, offering innovative solutions that transcend the traditional boundaries of food delivery.
At the core of this evolution is a thoughtfully crafted brand identity. Inspired by Eatch’s revolutionary technology, the brand elements echo the modular system’s circular cooking process. This identity solidifies Eatch’s position as a tech-driven disruptor, simplifying the intricacies of delivering high-quality, individually-cooked meals.
The brand elements encapsulate the precision and innovation of the technology, symbolizing the circular journey from ingredient dispensing to cooking, spicing, and washing—a continuous loop that mirrors the company’s commitment to simplicity and efficiency.
Our focus on user-friendly design is evident in the software interface. Through strategic analysis, persona development, and the creation of wireframes and user flows, I led the conceptualization and execution of designs that prioritize ease of use and intelligence. The result is a software interface seamlessly aligned with Eatch’s B2B model, enhancing operational efficiency for production kitchens.
The software offers cutting-edge features such as real-time inventory management, one-click ordering, ingredient traceability, financial integration, personalized meal design, ingredient swapping, cost price analysis, and nutritional balance.
The website is meticulously designed to serve as a comprehensive guide for potential customers, offering in-depth insights into the technology and its seamless alignment with the branding vision.
The evolution demanded a comprehensive design strategy—encompassing brand development, software design, and the creation of a design system. This holistic approach not only enabled Eatch to adapt to the B2B landscape but also positioned it as an innovative force in the tech food startup scene in the Netherlands.
The journey from a B2C-focused platform to a B2B industry leader reflects not only a strategic business decision but also a commitment to staying at the forefront of innovation. As a lead designer, I’m proud to have played a key role in this evolution, contributing to a design narrative that echoes Eatch’s dedication to fresh, healthy, and accessible dining experiences for all.