“OOMI IS MORE THAN A GHOST KITCHEN. IT’S A BRAND BUILT FOR SPEED & FLAVOR. A MULTI BRAND ROCKET SHIP CONNECTING BIG FLAVOR WITH FAST LIVES. WE HELPED BUILD THE VISUAL DIRECTION, VISUAL VOICE, AND VISUAL SYSTEM BEHIND THE FUTURE OF THEIR DELIVERY ONLY FOOD.
THE CHALLENGE:
THE DELIVERY ONLY FOOD SPACE WAS EXPLODING, BUT IT WAS MESSY. FRAGMENTED BRANDS, WEAK STORYTELLING, AND NO REAL LOYALTY. OOMI KITCHEN HAD THE PRODUCT. WHAT IT NEEDED WAS PRESENCE.
THE INSIGHT:
WE SAW THAT SPEED WASN’T THE ONLY SELLING POINT, TRUST WAS. IN A CROWDED FIELD, BRAND TRUST NEEDED TO BE FELT INSTANTLY, BEFORE THE FOOD EVEN ARRIVED. PACKAGING WAS BRANDING. LANGUAGE WAS EVERYTHING. WE NEED TO BRING STRONG VISUAL PRESENCE THROUGHOUT.
THE EXECUTION:
WE DEVELOPED A FULL STACK IDENTITY SYSTEM FOR JUST YOLKING. NAME, TONE, VISUAL DESIGN, PACKAGING, AND DIGITAL PRESENCE. IT HAD TO FLEX ACROSS MULTIPLE VIRTUAL CONCEPTS WHILE HOLDING TOGETHER UNDER ONE UMBRELLA. WE ALSO BUILT OUT THEIR OVERALL LOOK AND FEEL FOR THEIR MAINSTAY.
NAMING + BRAND ARCHITECTURE
IDENTITY SYSTEM + LOGOS
TONE OF VOICE DEVELOPMENT
BRAND PHOTOGRAPHY & ASSET DIRECTION
DELIVERY READY PACKAGING DESIGN
THE RESULT:
WITHIN THE FIRST 90 DAYS, OOMI LAUNCHED FIVE SUCCESSFUL FOOD BRANDS UNDER ONE ROOF. ORDERS EXCEEDED PROJECTIONS.
THE VISUAL SYSTEM BECAME INSTANTLY RECOGNIZABLE ALONG WITH SOCIAL CONTENT DEVELOPMENT IN THE LOCAL DELIVERY APP ECOSYSTEM.
OOMI BECAME SYNONYMOUS WITH SMART, FAST, AND FLAVORFUL IN DFW.
BEHIND THE SCENES NOTES:
WE WORKED DIRECTLY WITH MATT BRINKER (MAGNIFICENT BEARD) ON ILLUSTRATION + DESIGN DEVELOPMENT.
WE DESIGNED PACKAGING PROTOTYPES.
TONE WAS WORKSHOPPED ACROSS MULTIPLE FOOD PERSONAS, ALL UNIFIED BY A BIGGER BRAND ATTITUDE.
QUOTE:
“WILFREDO DIDN’T JUST GIVE US A LOGO, THEY GAVE US A LANGUAGE.” — OOMI FOUNDERS”
