Problem

At the time of the refresh (Feb 2020), Foodbomb was two years old 🐣, and before then most of the branding elements have been more of an emergent property of the system than a planned effort.

Having grown up a lot over the past year, we realised that our brand didn’t reflect what we were doing for our customers: delivering consistent quality, service, and prices.

Here's an example of what the marketing website looked like.

Team

For this project our team effectively included all the stakeholders throughout. That is the founders, 2 engineers, our product marketer, the sales and success team, and several customers.

We made every decision as a team, involved all the stakeholders since the very beginning, and focused on our customers. This was the best part of it all. 💚

Process

While I've led the and managed the project, thanks to our process structured in Notion every contributor was able to break down tasks and execute independently whenever possible.

This enabled us to smash through the project in under 4 weeks, allowing for an extra full week of testing. All this while implementing the Visual Identity into the complementary Design System.

Here is the board we used to track the project from beginning to end. (I've removed some unnecessary details).

Results

We completed the project in 3 weeks with the whole company feeling like we had a new start. Not only that, but the branding campaign brought us a lot of visibility on social media. To this day, the articles we published get mentioned by every new hiring candidate as one of the reasons for being interested in joining our company. Here is what our website looks like today.

Customers response

Our customers response was (and continues to be) ecstatic, as we receive at least several positive feedback comments that refer directly to the website. Here's a small collection of them:

10/10 Great work! Site is much improved! (16 Feb 2020)

10/10 Website UX is top notch (2 March 2020)

10/10 Amazing website - easy to use and fun design (17 Apr 2020)

Conversion rate

Last but surely not lease, our conversion rate jumped by over 4% points within the first 30 days since launch. Beyond what we could imagine or hope for.

Branding guidelines

The Foodbomb branding guidelines are now a point of reference for the marketing team, customer success, and sales team, not only for visual communication, but especially for our voice and tone.

Continuous improvement

We are aware that our brand is, like all things, fluid. We know that there’s still a long way to go, but we are convinced that this work will be a solid foundation for the years to come.