MF kitchen food delivery. Moscow.
Complete rebranding of Moscow based food delivery service MF kitchen. Now it’s not only feeding people. It’s all about sharing the same ideas and values with modern society.
Branding, photography, packaging, social media content, web design
Art direction: Sergio Laskin
Design: Andy Lee
Photography: Sergio Laskin
Front end: Dmitry Zuyev
Previous branding was all about premium market with individual programs, that suit your daily routine, especially if you are into sports. It was a boom at one point, but it reached it’s potential and company decided to enter mass market.
To communicate new brand values to mass market, we decided to make it more pop and international, using concept of being a part of our clients’ life. From now on main brand’s value would be not just delivering fresh food on time, but new way of thinking and consuming. It’s all about sharing the same ideas and values with modern society.
It just happens that we deliver food.
One of the toughest part of this job was to come up with the packaging concept, that would add value to our message and create a pleasant visual product.
And that was not enough at all
At one point we decided o put our foot down and pick the one that we all liked
We divided photography into two stages – first one in Moscow, that was all about food and food again.
After we had basic layouts for food and delivery packaging, we moved on to taking photos of people collaborating with product and their communication of new brand direction.
After creating all the needed content – we proceeded to web design – the most essential part in e-commerce! Our main goal was to keep it light and visually pleasing, but also very user friendly and intuitive.
One of the main marketing tools and channels – Instagram – had to translate our vision into visual feed so we could grow our community in organic and natural way.