EatQ, is an AI-powered tool for SMEs, that offers essential product tools and market data to food brands, empowering them to stay relevant and ahead of competitors in the ever-evolving market. The scope of work included a brand refresh, and establishing of brand direction including secondary graphics, logo refinement, colour palette, illustration and photography creative direction.
Staying relevant in the food industry demands culinary skill and a profound understanding of market trends and consumer preferences. While selecting packaging claims is essential, in e-commerce, having more attributes is advantageous. Failing to claim relevant attributes may lead to falling behind competitors and missing connections with target consumers — one that approximately 84% of brands miss out on.
As the overarching brand already has a Business-to-consumer (B2C) arm known as Eatiquette, the visual direction for EatQ has to take on a more professional design outlook while still enabling users to make that connection between both brands. The logo for EatQ was hence further refined, expanding upon existing assets with tweaks to further strengthen the logomark. In addition, colours helped to further separate EatQ from Eatiquette making a clearer distinction between the B2B and B2C.
Eggplant
Azure
White
Gradient
A rich eggplant and a contrasting azure as its two primary anchor colours have been carefully selected for EatQ. The colours aim to position EatQ as a professional service provider, while still incorporating a fun and humanistic aspect, evident through the gradient from blue to lime. Additionally, tints of eggplant and azure are used in smaller cases, such as for backgrounds and contrast tones, ensuring a cohesive and distinctive visual identity.
At the core of the brand's identity, centered around packaged foods and ingredients, illustrative icons serve as the primary visual elements as needed. These icons maintain recognisability through their simple lines and curves, embodying the brand's approachability while retaining the distinctive edge of EatQ's business-to-business ethos, highlighted by the signature gradient.
The flexibility of these icons allows for the creation of tessellated patterns or a free-floating layout – tailored to the specific needs of our clients and their diverse content. This adaptability provides ample room for the graphics to shine across EatQ’s website and social media platforms.
“Our vision is to redefine the food industry by transforming food data into an indispensable asset—current, accessible, shareable, and comparable — fostering informed decisions, collaboration, innovation, and growth.”
– EatQ’s Vision
EatQ has revolutionised the way food companies and consumers connect by pairing carefully selected photography with a new set of typefaces to enhance brand messaging. This innovative approach allows companies to effectively list all their attributes while enabling consumers to effortlessly browse, compare, and select products based on their individual preferences. With EatQ's services, it's a victory for both the companies and the consumers.