We'll use an example here. One Lunch is an app that helps restaurants deliver fresh food to groups with tight lunch schedules. Whether it’s construction workers with short breaks or schools looking for healthier meals, the app lets individuals opt into a flexible, commitment-free lunch program.

When developing this brand identity, we aimed to:

• Show their quick yet gourmet-quality

• Emphasize the hearty yet healthy fresh foods

• Celebrate their down-to-earth and communal nature

• Highlight their flexibility with opt-in orders and on-site deliveries 

These goals translated into:

• A logo modeled after the tomato, a core ingredient in their meals

• Vibrant colors inspired by fresh foods like spinach, lettuce, and salmon

• Stylish fonts that give off playful charm

• Hand-drawn illustrations using organic shapes

• Photos of communal lunches shot in natural daylight

Together, these brand elements make One Lunch feel:

• Fresh and natural

• Warm and welcoming

• Functional yet playful

• Classy yet approachable