When Menulog was founded in 2006, it was Australia’s first aggregated food delivery service. By 2015 it had grown to encompass over 70,000 restaurant partners across Australia. However as new competitors and evolving technologies dramatically altered the operating environment, Menulog’s advantage was beginning to erode. Re was called upon to rethink the brand for the digital future.
To bring the brand up to date, the team crafted the Menulog chef’s hat into a simpler icon, incorporating an ‘m’ to ensure the name is always represented. A suite of custom icons was then created to guide people through the ordering process. Based on the geometry of the logo, these icons deliver functionality and personality in equal measure.
Menulog’s signature green was freshened to not only make the icon more prominent, but help drive a shift in user mindset. Currently, ordering takeaway from a mobile device is still a relatively new concept in Australia. The updated Menulog icon helps normalise this behaviour, as it sits naturally next to the green spectrum of app icons we use on a daily basis for our most personal interactions – Phone, Messages, WhatsApp.
Studio – RE
Creative Director – Chris Maclean
Design Director – Catherine Van Der Werff
Designer – Scott Burns
Digital – Make
Advertising – M&C Saatchi
– Concept development