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Responsive Web / Mobile app (React Native) / Marketing assets
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3 weeks
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Branding • Visual Design • Marketing • Design System
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When I joined the product had good enough logo, very questionable and heavy colours don't matching with the area company operates in.
Value proposition and brand positioning was also tending to more luxury and expensive brand which wasn't aligned with reliable, trustworthy and the most important repeatable lunch purchases.
So I helped to redefine brand colours, style of illustration and photos and started creating the Design system and Assets for digital and physical product presentation.
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The research was more about brand positioning, competitors and user expectations and how company wants to change it.
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We validated the updated brand colors and positioning through a round of user interviews comparing the old and new directions, reacting to tone, warmth, and perceived trust.
We focused on whether the new palette matched how people see Cubbi as a food-first, workplace product. Feedback helped confirm the balance between a more emotional food experience and a reliable, operational platform.
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