The core challenge was to create a brand identity for GRUB that was immediately appealing, memorable, and communicated speed and quality, all while dealing with a highly casual, almost generic name. The design had to instantly convey the product (food/burgers) and service (fast/delivery) in a single graphic. The identity needed to be versatile enough to work across high-visibility applications like storefronts and uniforms, but also scale down cleanly for digital use and small packaging, which the thick white outline perfectly facilitates. Crucially, the logo needed to leverage the universal appeal of nostalgia and joy to create an emotional connection with the customer, moving the brand beyond a simple transaction and toward a memorable experience.
The strategic approach centered on Harnessing Retro Mascot Power and Dynamic Motion. We created a highly engaging, full-body illustration of a running character, a classic advertising technique used to signify speed and efficiency. The color palette was deliberately chosen to be high-contrast and energetic: the deep blue provides stability, while the vibrant yellow (a color often associated with food and joy) provides the ‘pop’ and highlights the burger and the character’s ecstatic expression. The choice of a classic, simplified cartoon style evokes positive, nostalgic associations for consumers. Finally, the White Keyline was added to ensure the mascot is distinct and visually impactful against any background, making it an excellent, high-visibility trademark that is functional across both print and digital media.
