Uber Eats serves up fantastic restaurant options for customers, and easy-to-use tools for delivery people and restaurant owners. Our challenge was to create a strategic and visual identity that enables it to sit proudly alongside the Uber masterbrand, while standing out from other food delivery companies in the market.
Food moments bring us together. They invigorate, inspire, and keep us connected to our communities and the people we care about. We developed a strategic framework that captures this energy and emotion. Centred on the promise to ‘fuel a world hungry for life’, it celebrates Uber Eats’ unique ability to give people the energy and time to do more of what matters to them. Whether that’s gathering together, starting a side hustle, or growing a successful restaurant business.
Using the strategic framework we created a vibrant visual system that reflects the emotive and eclectic world of food. It’s a layered identity made up of textures that nod to stapled receipts and the tearing open of delivery bags stuffed full of food. At the same time it leaves room for the clean, monochromatic logo lockups which are a signature of the masterbrand system.
One major evolution was the introduction of a new and expanded color palette, born from the platform’s most popular dishes. Care was taken to reflect the full variety of global cuisines that appear on Uber Eats, in tones that provide a bold backdrop to the striking art direction style.
It was imperative for us to make sure the art direction captured the excitement and anticipation of opening an order and enjoying the dishes inside. This resulted in a photographic style that’s defined by close crops of people coming together to share a meal and savor every bite. It’s a busy, unfussy world of full mouths, drizzled sauces, and orders en route — all the moments that make food memories.
We were lucky enough to go on location to meet restaurant partners behind the platform and get an insight into their world. We filmed on location at The Donut Shop, a family-run business in Texas. By capturing a slice of their everyday lives we were able to showcase the Uber Eats business tools and how they support thriving businesses around the world.
Once we’d created the new brand system the next job was to bring it to life. We applied it to the full range of all possible future applications to make sure it looks as good blown up on a billboard as it does in product, on social, and applied to uniforms. All of this was encapsulated in brand guidelines that give clear instructions on creating everything imaginable for the Uber Eats world.
We’ve been privileged to continue working with Uber Eats on a range of new projects: everything from social and CRM campaigns to restaurant partner marketing and more.
Finally, we want to say a huge thanks to all our Eats family: Natalie, Shayla, DyShaun, Peter, Chris, and everyone in the Uber Eats design team. Plus the very talented photographer Justin Walker.