natalie pollard

Our challenge was to create a strategic and visual identity that enables Uber Eats to sit alongside the Uber master brand, designed by Wolff Olins, while allowing us to stand apart in the online food delivery sea of sameness.

We developed a strategic framework that captures the energy and emotion of food and life in motion. Centered on the promise to ‘fuel a world hungry for life’, we celebrate Uber Eats’ unique ability to give people the energy and time to do more of what matters to them. Whether that’s gathering together, starting a side hustle, or growing their business.

We created a vibrant visual system that reflects the emotive and eclectic world of food. A layered identity made up of textures that nod to stapled receipts and the tearing open of delivery bags stuffed full of food. At the same time it leaves room for the clean, monochromatic logo lockups at the core of the Uber brand system, and allows us to stand shoulder-to-shoulder with the global brands on our platform.

One major evolution was the introduction of a new and expanded color palette, born from the platform’s most popular dishes. We took care to reflect the full variety of global cuisines that appear on our marketplace, in tones that provide a bold backdrop to the striking art direction style, while working in tandem with Uber’s core black & white approach.

Art direction captures the excitement and anticipation of opening an order. This resulted in a photographic style that’s defined by close crops of people coming together to share a meal and savor every bite. It’s a busy, unfussy world of full mouths, drizzled sauces, and orders en route — all the moments that make food memories.

Our brand persona — The Connected Host — is tailored to Uber’s core voice and tone pillars:

• Bold. Unafraid to imagine a world others won’t even consider.

• Direct. Straightforward, matter of fact. No poetry, just transparency.

• With heart. Passion and conviction to see and care beyond yourself.