MENU LAND
Project Defense: MenuLand Branding and Identity
Client: MenuLand Ukraine
Creative Director/Graphic Designer: Romero Melo
Objective:
The primary objective was to establish a strong visual identity for MenuLand, an emerging player in the Ukrainian food delivery market. The aim was to create a brand image that would resonate with the modern consumer, standing out in a crowded marketplace and encapsulating the essence of the brand – convenience, warmth, and a wide array of culinary options.
Challenge:
The food delivery industry is saturated with numerous competitors, each vying for consumer attention. The challenge was to develop a distinct brand persona for MenuLand that would not only attract immediate attention but also foster brand recall. An additional challenge was to convey the ease and efficiency of the service, while also showcasing the diversity and quality of the food offered.
Solution:
A multi-faceted branding approach was adopted. The logo was designed with a playful and modern typeface, symbolizing the brand’s approachable and dynamic nature, with a warm color palette that evokes the joy and comfort of a delicious meal. The neon sign logo variant conjures images of a welcoming diner, suggesting both accessibility and nostalgia.
The mobile interface design focused on user experience, with a vibrant and intuitive layout, making it easy for customers to navigate the menu and place orders. The packaging and uniform designs incorporated the brand’s visual elements to ensure consistency and visibility in every customer interaction.
The delivery van’s branding was conceived to act as a mobile billboard, reinforcing the brand presence on the streets with a design that is both eye-catching and instantly recognizable.
Finally, the food imagery was carefully curated to appear appetizing and fresh, inviting consumers to explore the diverse menu options MenuLand offers.
Result:
MenuLand’s new branding has successfully penetrated the Ukrainian market, with a marked increase in brand recognition and customer engagement. The distinctive visual style has set MenuLand apart from competitors, and the cohesive branding across various touchpoints has strengthened the overall customer experience. Feedback indicates that the new design has had a positive impact, with an increase in both new customer acquisition and repeat orders, leading to a substantial growth in market share within the first quarter post-launch.
Conclusion:
The MenuLand project stands as a testament to the power of cohesive and well-thought-out design in establishing a strong market presence. Through innovative branding and strategic design implementation, MenuLand has carved a niche for itself in the competitive food delivery landscape of Ukraine.