Type of work: Strategy, Identity, Digital
Type of project: Food
Eatch embarked on a mission to build a future where fresh, healthy food is as accessible and convenient as fast food, with the overarching goal of reshaping the food system for widespread access to affordable and nutritious meals. This ambitious vision served as the foundation for our strategic approach in transforming the food delivery landscape.
“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
The challenges were two-fold: first, to make fresh and healthy dining a seamless, everyday choice, and second, to redefine the entire food system for universal accessibility. Eatch’s mission was clear – to revolutionize the way people experience food, making it not just a necessity but an effortless and enjoyable aspect of daily life.
Our approach to the project was grounded in a holistic understanding of Eatch’s vision. We initiated with a comprehensive analysis of the food industry landscape, consumer behaviors, and emerging trends. This foundational research laid the groundwork for a design strategy that would resonate with Eatch’s mission and values.
As the lead designer, I spearheaded and coordinated the design team along with external suppliers. This role involved orchestrating a collaborative effort to ensure a cohesive and visually impactful outcome.
My responsibilities extended to crafting the entire brand strategy and identity for Eatch’s service launch. This encompassed thorough research and strategic positioning to establish a brand that resonates with the target audience.
A key aspect of the project involved designing a React app for meal delivery. I led the UX/UI design process, creating wireframes, prototypes, layouts, and a comprehensive design system. These assets served as the foundation for the app’s development, ensuring a seamless and intuitive user experience.
I embraced a user-centric design philosophy, prioritizing the creation of an intuitive and visually appealing app, with photoshooted picture of the Eatch weekly menu made by the Dutch food photographer and stylist Robbin, aka Add Pepper.
In addition to digital design, I played a crucial role in creating all graphic assets for the online and offline. The visual system, from graphic assets to promotional materials, mirrored the bold and contemporary ethos of the brand.
The result was a flexible and cohesive identity that celebrated the simplicity of choosing Eatch for fresh and healthy meals every day expressing its five core brand adjectives: simple, fresh, playful, smart (but not arrogant), and youthful (yet wise). This involved engaging with suppliers, generating materials for packaging, and developing promotional materials for events and exhibitions.
Eatch underwent a strategic shift, transitioning from a B2C to a B2B business model. In response, I spearheaded the redesign of both product and branding, adapting to the new landscape. While not all assets from the initial B2C strategy were used, we successfully reshaped the product to align with the new B2B model. See the case here.