Brand Identity and app design
Drawing on the idea that an app can be made to resemble a notebook of the best recommendations, and that the hand of an overall curator can be made visible in this hard digital medium, we set about creating this identity on the premise that a great meal was all about a number of overlapping elements. These elements might be the food, the wine, the stunning cutlery, the tableware, the lighting, the colour of an outfit, perhaps even a feeling that was evoked in a moment. Something of a combination of the elusive and the tangible, a bit like a flavour and a place one could say.
Using a softened palette and playing on that layering idea, this identity needed to communicate iconically that eating is a pleasure and something to be desired. We couldn’t do away with the knife and fork aspect in nailing this product via an apple regulation icon, but we could do something different with colour, line, and style. Which is what you see here.
Infinitely flexible, and in line with the growing series that this app will lead, this start-up app made Apple’s New and Noteworthy within nine days of its release date.