+ Visual Identity
+ Brand Strategy
+ Art Direction
+ Global Campaign
+ Brand System
Role: Design Director
Fuelling a world, hungry for life.
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.
This strategic framework informed 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. All the colors of the foodie rainbow.
A clear new voice and tone was created to complement the visual identity and bring the brand strategy to life. This is the voice of the Connected Host — a personality that’s adept at connecting people and ensuring good times for all. It’s a voice that’s as comfortable sharing tips about local hotspots as it is describing a tasty new dish in all its glory. Plus it can also flex to speak to delivery people and restaurateurs in clear and helpful language that reflects their priorities.
It was imperative 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 sticky, crunchy bite. It’s a busy, unfussy world of full mouths, drizzled sauces, and orders en route — all the moments that make food memories.
I was lucky enough to go on location to meet restaurant partners behind the platform and get an insight into their world. Filming 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.
Huge thanks to the full Eats crew: Natalie, Shayla, DyShaun, Peter, Chris, and everyone in the Uber Eats design team. Campaign photography by the very talented Justin Walker. Additional photography by Marcus Nillson.