The latest design case study is here, and it’s bursting at the seams with mouth-watering elements inspired by the everlasting human passion for food. Kaiten is a gathering spot for food artisans and foodies to share in the finer things in life, so we thought you might be interested in seeing the inspiration behind our brand identity and product designs.
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Customer and Project
Kaiten is a platform that brings together people who love food and those who make it. It does this by facilitating the sharing of maker stories and providing shortcuts for food lovers to enjoy their products. The major objective of the project is to bring together the people who make delicious food and drink and the people who love them. With the belief that food and drink are forms of living art that unite people, Kaiten’s creator set out to ensure that the people who make these products could connect with their consumers in more ways and at more venues, because they deserved a fair playing field. With the goal of appealing to a wide range of consumers, the marketplace provided a platform for businesses in the food and drink industry to tell their stories, showcase their wares, and explain their guiding principles in a way that foodies could understand and appreciate.
The client entrusted the tubik team with a multitude of design tasks. We established a strong and adaptable brand identity to accommodate various marketing goals and channels. Additionally, we designed the user interface and experience for the mobile application to ensure that the marketplace is intuitive, easy to use, functional, consistent, and aesthetically pleasing. Lastly, we built the website to bolster and improve the client’s online presence.
There were a number of talented tubik artists involved in the project, including Roma Chornyi, Andrey Drobovich, Kirill Erokhin, Olya Zakharyan, Natalka Mamchur, and Olga Syrotkina.
Problem Solving and the Design Process
The creative team came up with a number of important points to maintain Kaiten’s identity after conducting extensive research and analysis of the target audience and market segment:
- gentle color scheme and uncluttered hues
- contrasted colors that were both expressive and practical served to highlight visual accents
- striking pattern classic typography that is very easy to read, combining serif and sans serif fonts
- visual content that combines photo and typographic elements
- Whether online or offline, the logo for Kaiten is a sophisticated, easily-recognized wordmark that can serve a variety of advertising and marketing purposes.
To make the visual approach seem organic and delicious, appealing to the eye and the palate, the color palette is derived from the food itself.
Brand
An additional significant and innovative aspect of Kaiten’s brand identity is a collection of abstract graphic patterns that draw inspiration from the culinary arts. Upon closer inspection, one can discern a kaleidoscope of delectable life forms, including a slice of fresh bread, a bowl of vegetables or fruit, a piece of succulent meat or fish, and so on.
Since the brand creates connections between food lovers and food makers through digital scape and technologies, the brand identity design had to cover both traditional real-life environments and digital ones effectively. Making sure the visual design worked well and consistently across all brand communication channels—indoors and out—was a top priority. This included the website, mobile app, social media, and more.
App for mobile device
Functionality, elegance, and intuitiveness are the major features of the mobile application, which echoes the identity design approach. With photos and videos taking up the majority of the screen real estate, the screens create an ambiance and immediately establish an emotional connection. Text content is presented on background tabs with well-tested contrast, making them easily scannable and readable. This makes them comfortable to read in different environments or while on the move. Users can find what they’re looking for faster with the help of tags and extended search. The tab bar, with its clean, minimalistic icons that mimic the rounded form of the search bar and tag buttons, occupies just a portion of the bottom half of the screen, preserving the impression of an integrated interaction experience while giving the photo and text content plenty of room to breathe and fill the entire display.
Those interested can join the waitlist via the subscription form, as seen on this screenshot of the private beta mode landing page. A full-screen background video sets the mood and atmosphere and gives the layout a deep and dynamic look; the page follows the brand style. You can read the text in a matter of seconds thanks to the tab’s light and airy design.
This project was a wonderful example of our team’s work in designing a suite of brand communication tools and channels for a service that bridges the gap between cutting-edge digital experiences and the enduring human passion for food and the art of cooking.
Indeed, we were delighted to receive favorable remarks from our client. By assembling Tubik’s team, we were able to transform our many undeveloped ideas, photos, and videos into a fully realized brand and online presence. With their assistance, we were able to establish a visual language and brand identity that were both unique and representative of our company, while also being adaptable enough to accommodate a wide range of initiatives. “They continue to be an excellent collaborator that adapts to our business and the demands of our products,” stated Daniel Shein, CEO and founder of Kaiten.
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