At the heart of FoodLama’s journey was the vision of creating a diet-diverse, inclusive world where everyone can easily navigate their food preferences. While the brand had a clear purpose, the challenge was establishing a verbal identity and core essence to reflect this ambition.

Partnering with FoodLama, the goal was to build a cohesive brand DNA—crystallizing its purpose, vision, values, tone, and positioning to resonate deeply with users. This clarity became the foundation for rethinking the name and identity, ensuring it aligned with the user’s needs and the brand’s aspirations.

The name “FoodLama” combines two interesting elements that reflect its social and resourceful character. The word "Food" clearly ties to the brand’s core offering, while "Lama," inspired by the smart, social animal, gives the brand a memorable and approachable personality.

Unlike its former name, Clickerance, which didn’t align with the brand’s essence, FoodLama exudes a sense of friendliness and intelligence, making it easy to recall and connect with.

The brand name "Lama" inspires the mascot, seamlessly tying into the fun and friendly essence of Foodlama. Lama is the knowledgeable and approachable friend who makes navigating grocery choices enjoyable and stress-free.

Acting as the “face” of the brand, Lama connects with users as a cheerful companion, guiding them through personalized food preferences with charm and ease.

Just as no two fingerprints are alike, most families have unique food preferences. This inspired the idea of embedding different food classes into the whorls, loops, and arches of fingerprint-like designs, visually representing the personal and diverse nature of dietary preferences.

Recognizing the power of illustration to engage and excite users, we developed a distinctive illustration style that centered on creating a relatable and whimsical hand-drawn style. This refreshing aesthetic depicts FoodLama's approachable nature and sets them apart in the market.