Foodastic
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What was the job?
The brief was to name and brand a food app that would be launched in Latin America, the name 'Foodastic' was one of three proposals presented as an option. Initially the app will function similarly
to what’s currently in the market, and later it will develop and grow to operate as a Black Kitchen, where food preparation and deliveries will be dispatched from one central kitchen.
The Solution
The creative solution was inspired by the tasting fireworks scene in the movie Ratatouille.
Where Remy tastes cheese and strawberry and experiences food as colour, shape and sound.
The displaying of taste with visual items is known as synaesthesia.
The idea around Foodastic was about the wonderland and amazingness of the food, and this wonderful feeling and comfort that food gives us. Especially when ordering on an app from the
comfort of wherever. Wanting to enhance this magical wonderland of food, the brand is brought
to life through capturing the various flavours of food, such as tangy, zesty, salty, sweet and savoury
in a graphic manner using shapes and bursts, creating a dynamic and fun brand to engage with.
Role on the project
Conceptualisation and visualisation of the artwork for Foodastic, as part of a larger client presentation.
Black Kitchen
As the brand evolves and operates from the central Black Kitchen, the brand will switch
to be predominantly black and white with a hint of blue. Shown below is how the brand colours will shift and how the brand will remain, taking on a monolithic brand architecture.
TEAM
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Agency - Anagrama (Mexico)
Creative Director - David Guitiérrez
Designer & Art Director - Ronèll Kerr
