EATER

Brand Identity System

Photo Credit / Eater, Bon Appetit, Orange Coast Magazine, Garden & Gun Magazine

  • The design challenge was to rebrand EATER, the food and restaurant recommendation site. My design approach addresses improvable aspects of the current brand - user interactivity, focus in brand offering, and visual recognition and cohesion. Additionally, I focused on the demographic of foodies in their 20's to 50's living in big US cities. These users are most likely to be active on social media while being interested in multicultural and novel gastronomy.

  • I tackled this project by creating a system that is recognizable from a visual standpoint with consistent brand imagery; leaned into digital offerings such as articles, videos, and social media; and worked on the EATER app - creating new user content to be promoted in a spatial context. Thus, the audience has an easier avenue for engaging with a brand that now feels youthful and direct. From restaurants and chefs to ingredients and cuisines, EATER is more than food highlights - it’s a deep dive into stories and insider knowledge. A contemporary urban necessity for foodies.

  • I created the logo to have an architectural, direct feeling and to be modular in order to accommodate the cities serviced by EATER. Each city’s logo is created by superscripting its abbreviation on the main logo form.

  • The color palette was inspired by ingredients in food. This, paired with the architectural feeling of the logo and various urban imagery creates a flavor for each city in EATER’s service area.

  • I developed the tagline, “your table is ready" to convey the direct, but inviting feel of the brand. It reflects the experiential quality of dining out, which informs the brand’s voice.

  • The identity and content posters offer a unique opportunity to test how the system works throughout different layouts and with various elements in mind such as the logo, colors, and graphic elements.

  • I developed posters that cater to the city that they are located in: for example, NYC and LA below.

  • The EATER website was revamped to better serve the users - I designed it to be direct and highly visual, and to include city-specific search options with their associated color palettes in order to create a feeling of each location.

  • The mobile app has a simplified focus on being a navigation and reservation-making platform where users can search for restaurants using EATER’s database.

  • I revamped EATER’s social media content to feature their video documentary releases, as it is a notable portion of their offering.

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