Scoffable

2022

MY ROLE

Creative Direction
User Experience
Team Leader

TOOLS

Sketch
Adobe CC
Print Management

SUMMARY

Scoffable is a popular online food order and delivery service based in Scotland. I am currently responsible for leading all aspects of the design and user experience across all platforms. The main challenge being transforming a tired and dated brand into something fresh and dynamic.

Look & Feel

The previous look and feel was uninspiring, flat, difficult to read and didn’t scale well on smaller devices. The goal was to create a new identity that could be responsive, bold and playful to reflect the company direction and ethos.

OLD LOGO

NEW LOGO

The logo was redrawn, giving it more weight with particular attention paid to spacing and use of ligatures to give the logo more of a natural flow. The previous 'bite marks' have been removed and the addition of a new brand mark has been created. This allows the branding to be more flexible across all outputs. The colour palette was also changed to make it more vibrant.

Colour

The signature red colour was retained but it has been made more vibrant and fresh.

We have also added a suite of secondary colours to accompany the red and give a richer look and feel to the branding.

Colour Moods

The use of colour should depend on the type of communication. The designs are reflected in three different communication types…

• Inspiring
• Informing
• Functional

More red in used in inspiring communications and less in the informing and functional comms.

Inspiring
Promotional, competitions, annual events

Informing
Our company, our services, features, stories

Functional
News, statements, company updates

Inspiring
Example

Informing
Example

Functional
Example

Typography

Typography is one of the most important visual assets as it touches everything from apps to print items and social media.

A suite of fonts were chosen that immediately make them feel more confident and bold with a clear structure so that everything is readable and accessible.

Website & App

The website and apps were overhauled to reflect a clean, user-focused design approach. Making the process of ordering your favourite takeaway as easy as possible.

BEFORE & AFTER COMPARISON

Animations

Adding little moments of delight and personality to the user experience is important and we have done this in subtle ways to hopefully add some further enjoyment to the user.

Icons & Illustrations

A suite of icons and illustrations have been designed to help tell the story to customers in an easy and engaging way. These are used across platforms such as the website, app, email and social media too.

Cuisine Illustrations
Examples

Badge Illustrations
Examples

System Icons
Examples

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