The goal was to create a new brand identity and better app
usability that could resonate in today's busy market. When
designing the logo I wanted to achieve speed and implementation
and to do that I believe it’s best to set some boundaries to
allow the mind to wander in a creative direction. The
limitations set for this logo was that it had to be associated
with food and tech due to Smunch mainly being a
software\delivery food based company.
Before implementing design I did some research on Smunch's
competitors and found purple to be the ideal color for the
brand. The previous logo looked a bit outdated and the icon
didn’t really connect with the company’s philosophy. The
philosophy that ordering Smunch should be as simple as clicking
a button. What inspired the logos direction was a reference to
the videogame pacman. This reference came to mind because of the
simplistic nature of the game and the playfulness attitude of
the team at Smunch. The pacman game plays mainly on
winning/eating by pushing a button therefore I felt there was a
creative connection there. Though the logo appears to be
abstract I believe the redesign reveals more of a purpose behind
the design decision that I made.
Before designing the app I did some user testing and user
research to get a better understanding of how people used the
older version of the app. After feedback was given I worked on
creating working prototypes through invision.
Mobile view - homepage
Mobile view - order process
Please use the form below to send me a message. I'll be happy to hear
from you. Thanks!!!
+49 163 7126279