Breakbread
discover the taste of new memories
As the platform developed, the client has decided to relaunch with new, more powerful visual and communication capacities.
Raising the awareness on BREAKBREAD and boosting participation of chefs and gourmets on the platform has become the main aim of the brand. To fulfill that aim, BREAKBREAD needed more substantial communication about the brand’s mission and advantages.
research
and strategy
It has been important to showcase the diversity of opportunities that are presented on the platform, which unites numerous cuisines from all over the world and attracts curious foodies.
But at the same time we shouldn’t have gotten lost, and forgotten our true aim, which is to guide customers through a culinary journey and create new memories in the community of like-minded people. While developing a brand concept, we focused on the needs and wishes of guests, as this makes collaboration more attractive for hosts.
During the research we noticed that in some cultures, close people ask about food immediately after the question “How are you?”. Sometimes, eating alone carries the stigma of being an ‘unhappy’ person. Food is a multinational tool of care. This is an ingredient that brings people together and helps to keep this bond. Food is a ticket to one’s heart and memories.
That’s why the main communication message – discover the taste of new memories – conveys directly the brand’s core and the opportunity that the brand offers to its users-researchers.
visual
identity
The tastes, offered by the brand, are the basis for the new memories. And BREAKBREAD builds the memories through the people’s connections that arise on the platform. That’s why we included a reference to that communication in the project identity. The color selection reflects the emotions that emerge in the interaction with the service and with other people.
The shapes of the logotype and graphic elements resemble the chat bubbles. This is due to the digital nature of the platform. A person here gets into the community with an informal type of communication. We made the logotype and identity dynamic and adaptive as the service itself.
social
networks
Cool communication is not enough. During the interaction with the platform the user experience necessarily has to nudge towards the engagement with the platform and become a first and pleasant step to form the strong relationship with the business.
That’s why we’ve integrated an emotional component into the technical solutions of the website to the fullest.
Thanks to this comprehensive approach the brand is now substantial and fulfills its aim – to unite the clients in the journey through the tastes of the world in just a few clicks.
Project leader — Sergii Maksiutenko
Account manager — Maria Vtorushina
Strategist — Lera Tykhomyrova
Art director — Inna Mykhalska
Web-designer — George Tadevosyan
