FoodKick

Branding Positioning & Development / Logo & Brand Design / Brand Manual / Collateral / App Re-Design (Concept)

The Brief

Fresh Direct came to us to help launch a new brand and product under their parent company, with the goal of speaking to a millennial audience through more elevated, curated experience. This was also to be a mobile-first experience, offering fresh finds and delicious foods delivered to your door in as little as an hour.

The Challenge

The new brand needed to come across as youthful, approachable, and elevated. It also needed to strongly compete against a saturated market full of other food delivery and meal-kit services.

The Solution

The FoodKick brand was born! With a fun and fresh name, we crafted a logo brandmark that felt connected, urban, and stood out strongly against its competitors. Color was a big consideration we looked at extensively and landed on eggplant purple, which both felt appetizing and ownable in the category. The city “foodscape” visual worked to tie in the fun, urban feel, and the feeling of gathering together around the table enjoying good food with loved ones.

The Impact

FoodKick was a massive success upon its launch in 2016 in New York City. There was an incredible response to FoodKick in a customer survey in July 2016 revealed customers using words like "life-changing", "saves my life", and "amazing." FoodKick served as a big net positive to the growth of the FreshDirect enterprise.