Carrots — food delivery service Plenum
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Brand Identity
Task
The 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, they had an idea to create an online food market. The target audience was seen as experienced in foods and ready to pay for quality and a mindful approach (fast delivery of various dishes by one courier). The service was launched in March 2021.
Ideas and solutions
After the client came up with the brand name “Carrots”, we decided to go with the concept “Gastronomic online adventure”. It 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 the 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. 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 the 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. The service was launched in March 2021 — www.carrots.kitchen
