efood rebrand
project overview
I led the rebrand of efood, a large-scale initiative that impacted the entire product ecosystem and brand presence. The goal was to evolve the brand into something more playful, expressive, and cohesive across all touchpoints.
project type
Branding
year
2019
my role
Senior Designer
client
efood
My role Led the rebrand across product and brand touchpoints Defined and scaled the visual language across digital and physical experiences Collaborated with international teams at Delivery Hero HQ to align direction and execution Oversaw implementation across the app, marketing, and internal assets Ensured consistency while adapting the brand to different contexts and use cases
Bringing the brand into the product I translated the new brand direction into the core app experience, introducing a more playful and expressive visual language through illustrations, motion, and UI details. The challenge was to balance personality with usability, ensuring the experience remained intuitive while feeling more engaging and human.
Extending the brand beyond the screen The rebrand extended across a wide range of touchpoints, including campaigns, social media, and physical assets such as packaging and merchandise. I worked on creating a cohesive system that could scale across formats while maintaining a consistent and recognisable identity.
The rebrand created a more cohesive and recognisable identity across all touchpoints, strengthening brand perception and internal alignment. It also increased engagement within the product experience through a more expressive and emotionally driven design language.
