Virtual Food Runner
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Virtual Food Runner
A fast, friendly identity for a grocery delivery brand, built around a mascot that never stops running.
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Client
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IndustryGrocery and food delivery
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ServiceBrand identity, mascot and brand applications
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PeriodFeb to Apr 2022
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LocationLahore, Pakistan
The brief
Virtual Food Runner brings groceries and meals to the customer’s door. The name already promised speed, so the identity had to show it at a glance.
The brand needed to feel quick and cheerful, read clearly at the size of an app icon, and stand out on the side of a truck, a billboard or a delivery box.
Mascot logo
Logo suite
Color palette
Typography
App icon
Stationery
Packaging
Merchandise
Vehicle wrap
Billboard
The concept
The runner
A cartoon bird at full sprint, with a dust cloud behind it. It says "fast" before anyone reads a word.
The cart
A loaded shopping cart pushed ahead of the runner, so it's clear this is about groceries, not takeaway.
The arc
The name curves over the mascot in brand colors, with an orange arc like a sunrise, or a route on a map.
Logo suite
Full color
The main logo, with the name in green, orange and navy. Used on white and cream backgrounds.
Reversed
White lettering for green, navy and orange backgrounds, so the logo works on any brand color.
On black
Full-color lettering on black for night-time screens and dark merchandise.
App icon
The logo sized into a rounded square in four colorways for app stores and phone home screens.
Badge
The logo inside a white circle with a navy ring, used on the splash screen, billboard and packaging.
Color palette
Swatch widths show how much each color is used. Select a value to copy it.
Runner Orange
Primary. Signage, packaging, merchandise
HEX #F58A20
RGB 245 138 32
CMYK 0 44 87 4
Route Navy
Primary. Mascot, wordmark, accents
HEX #1E457C
RGB 30 69 124
CMYK 76 44 0 51
Fresh Green
Secondary. Wordmark, highlights
HEX #95C83D
RGB 149 200 61
CMYK 26 0 70 22
Sky
Secondary. Panels, motion
HEX #8DBECD
RGB 141 190 205
CMYK 31 7 0 20
Cream
Base. Backgrounds and food pattern
HEX #E5D6B9
RGB 229 214 185
CMYK 0 7 19 10
Steel
Neutral
HEX #838383
RGB 131 131 131
CMYK 0 0 0 49
Cloud
Neutral
HEX #E3E3E3
RGB 227 227 227
CMYK 0 0 0 11
Usage balance: 30% Runner Orange, 25% Cream, 20% Route Navy, 12% Fresh Green, 8% Sky, 5% neutrals.
Aa
9.6:1 Pass
Aa
6.7:1 Pass
Aa
8.5:1 Pass
Aa
4.8:1 Pass
Aa
2.5:1 Fail
Aa
1.7:1 Fail
Typography
Aa
Raleway
One family for everything: logo, headlines, body text and packaging.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Logo do's and don'ts
Use the full-color logo on white.
Use the full-color logo on Cream.
On Orange, place the logo in the white badge.
On Navy, use the badge with an orange ring.
Don't stretch or squash the logo.
Don't change the logo colors.
Don't put the full-color logo straight on Orange.
Don't rotate it or add shadows and effects.
The brand in use
Stationery and delivery boxes.
Food containers and mug.
Team merchandise and billboard.
Client feedback
“Our old logo looked like every other delivery app. Now people point at our trucks in traffic and recognise the runner straight away. The team loves the uniforms, and customers keep telling us the brand makes them smile.”
Founder
Virtual Food Runner
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