Uzhin Doma Nimax
Task
Uzhin Doma (“Dinner at Home”) is a service which delivers ingredients and recipes to your door. How does it work? A user selects a recipe and submits an order on the website or using a messenger service. Then, a courier delivers their meal choices along with step-by-step recipes and fresh ingredients, allowing the customer to make dinner for their whole family in just half an hour. Our task was to create a new identity for the service which would convey the idea that “Uzhin Doma” is now a size
Ideas and solutions
The company was founded in 2014 and, thanks to its small, attentive team, is now a well-known family brand. The face of the brand is Elena Chazova, the company’s co-founder and brand chef. The brand’s audience feel very close to her, and many of the company’s customers believe that Elena responds personally to messages sent on social media and messenger services. As the company evolves, its customer base, the technological complexity of its production processes, and the variety of meal choices it offers are all growing. The main aim of the rebranding process was to show that the company has expanded, but remains close to its customers. We chose a clear, simple identifier: a plate. The plate was used as a base for the logo, and also as part of the design for branded items. The previous logo was hand-drawn, and we decided not to use it, instead introducing a more contemporary version in a cleaner, sans-serif style. We refreshed the corporate color, a dark blue, to preserve brand recognition. A pattern was chosen to reflect the company’s activities: the texture of the elements in the pattern was drawn by hand, giving a sense of independence and cozy domesticity. To create a number of branded items which would stand out, we developed our own display font, Baldezh Grotesque, which combines beautifully with the corporate pattern, and paired it with CoFo Robert. We prepared branded items for the service to use both online and offline, including gifts for customers. We also designed a recipe template, which involved analyzing and structuring a great deal of information, and created a special folder in which the service’s customers can keep their favorite recipes. At the same time as the rebranding, the customer launched a new loyalty program, “Uzhin Doma” Family, which offers discounts and gifts for repeat orders. We highlighted the program in a light pink color, created a special logo, and also prepared illustrations using an easily recognizable technique.
