Case Study

Smunch

Client
Smunch
Industry
food tech startup / B2B
Year
2018
Website
smunch.co
Challenge

The goal was to create a new brand identity and better app usability that could resonate in today's busy market. When designing the logo I wanted to achieve speed and implementation and to do that I believe it’s best to set some boundaries to allow the mind to wander in a creative direction. The limitations set for this logo was that it had to be associated with food and tech due to Smunch mainly being a software\delivery food based company.

Solution

Before implementing design I did some research on Smunch's competitors and found purple to be the ideal color for the brand. The previous logo looked a bit outdated and the icon didn’t really connect with the company’s philosophy. The philosophy that ordering Smunch should be as simple as clicking a button. What inspired the logos direction was a reference to the videogame pacman. This reference came to mind because of the simplistic nature of the game and the playfulness attitude of the team at Smunch. The pacman game plays mainly on winning/eating by pushing a button therefore I felt there was a creative connection there. Though the logo appears to be abstract I believe the redesign reveals more of a purpose behind the design decision that I made.

Before designing the app I did some user testing and user research to get a better understanding of how people used the older version of the app. After feedback was given I worked on creating working prototypes.

Results
Increase in Mobile sessions
156%
Increase in conversion
2%
Increase in Brand Recognition
Growth
Logo Redesign
Before
After

Design System

Website - Desktop

Homepage

Website - Mobile

Mobile view - homepage

Desktop App
Image #1
Login
Image #1
Lunch Orders
Image #2
Quick View
Image #4
Dish Select
Image #5
Filter Dishes
Image #5
Review
Image #11
Rated Meals
Image #6
Review - Accordion
Image #7
Prepping
Image #8
Group Orders
Image #9
Edit Dishes
Image #11
Settings
Image #10
Review Order
Image #11
Update Order
Image #12
Order Success
Image #12
Employees
Image #12
Invoice
Image #12
Add New Employees
Mobile App
Image #1
Login
Lunch Orders
Lunch Detail
Image #3
Ordered Dish
Image #2
Lunch Orders
Image #2
Group Orders
Image #2
Review Orders
Image #2
Success Order
Image #2
Update Order
Image #2
Employees
Image #2
Invoice
Image #2
Settings

Van Signage Design

T-Shirt Design

Roderick demonstrated strong commitment, delivering high-quality designs for print, promotional materials, and the company website. His work consistently met our expectations, showing both independence and creativity.

Oliver Hüfner - CFO/GC & Cofounder at Smunch
Previous Next
Contact

Please use the form below to send me a message. I'll be happy to hear from you.

+49 163 7126279

roderickfmoise@gmail.com Download my CV