Food Delivery App UI & Visual Identity

Overview
Eatsy is a food delivery app designed to stand out in a crowded market by combining a classic, comforting visual style with a modern, easy-to-use interface. Unlike many clean, minimal food apps, Eatsy embraces warm, vintage-inspired branding to make users feel welcome and nostalgic while still providing a streamlined ordering experience. The app offers an important differentiator: service in areas where food delivery is not widely available, paired with an easy photo-upload feature so restaurants can showcase their food authentically.

My Role
I was responsible for the entire UI design, including both regular (light) mode and dark mode, as well as the creation of the visual identity for the brand. This included the logo, font selection, and full color palette. In addition, I designed promotional materials such as social media graphics, bus stop posters, and a line of branded stickers aimed at appealing to younger users.

Problem to Solve
The food delivery market in Portugal is highly competitive, with established companies already dominating the space. Eatsy needed a visual identity that would instantly differentiate it from competitors while appealing to a wide range of users. The challenge was to make the design both approachable and functional, with an interface that was easy to navigate and a promotional strategy that would reach users both online and offline.

Creative Process
I began with research into both the client’s vision and the current food delivery trends in Portugal. Through this process, we identified the desired emotional tone: warm, classic, and approachable. I explored vintage fast-food typography from the 1980s and 1990s for inspiration, which led to the choice of Recoleta Black Regular—a typeface that feels bold, friendly, and timeless. The primary colors for the brand are Sun-Baked Apricot (#BE181A), a rich and appetizing red, and Golden Harvest (#E49A2D), a warm golden-orange. These are supported by Midnight Charcoal (#1F2026) and Smoky Slate (#2A2D35), which are primarily used for backgrounds, especially in dark mode.

When developing the UI, I made sure both light and dark modes felt equally consistent and aligned with the brand’s visual language. The navigation was designed for speed and ease, making ordering simple even for users in areas with limited delivery options. I also integrated the food photography feature seamlessly into the app, allowing the brand’s classic and comforting food imagery to shine.

For the promotional design, I created social media templates that could be easily adapted for campaigns targeting new users, as well as bus stop posters for key urban locations. The choice of bus advertising came from a study showing that many potential customers are commuters who take public transport. To further connect with younger audiences, I also developed a set of branded stickers, which help create a playful and memorable connection to the brand.

Outcome
Eatsy’s dual-mode UI, nostalgic visual identity, and targeted promotional strategy position it as a memorable competitor in Portugal’s growing food delivery market. The blend of retro charm and modern functionality gives the brand an emotional edge while keeping the interface practical and intuitive. With a launch strategy that combines strong online presence and strategic offline advertising, Eatsy is prepared to connect with users in both urban centers and underserved areas, offering a unique alternative to the typical food delivery experience.