Brand Identity Design for Munch

Brand Strategy | Visual Identity | Illustration System | Mascot Design | Motion Design | Brand Guidelines

Munch is a Black-owned meal delivery platform on a mission to empower underrepresented BAME founders and champion independent restaurants over corporate chains. The goal was to build a brand that felt inclusive, modern, and full of flavour, a brand that doesn’t just deliver food, but delivers joy, culture, and community.

In an overcrowded food-tech landscape dominated by global players, Munch needed to stand out with personality and purpose. The challenge was to craft a visual identity that captured the brand’s playful side while maintaining credibility, one that could scale across digital, print, and in-app environments, all within a tight launch timeline.

We repositioned Munch from just a meal delivery app to a cultural brand built around shared moments and community pride.

From: “Order meals from local restaurants.” To: “Celebrate culture, connection, and food, one Munch at a time.”

This shift transformed Munch from a delivery platform into a lifestyle brand rooted in joy, inclusivity, and everyday connection.

We designed a cohesive and expressive brand system that made Munch instantly recognizable:

A logo with a distinctive “bite” in the letter M, symbolizing shared moments and the joy of eating.

A lovable mascot — Munchy — to personify the brand and build emotional connection.

A vibrant, food-inspired color palette named after eating actions (Munch, Bite, Chew, Nibble) for playful distinction.

Custom illustrations, icons, and motion graphics for consistent storytelling across digital and marketing touchpoints.

A comprehensive brand manual ensuring scalability and creative consistency across all channels.

Munch launched with a bold, memorable identity that resonated with its audience and set it apart from competitors. The mascot-driven system sparked immediate engagement across social and app platforms, while the strong visual consistency helped accelerate brand recognition in its first quarter.

Munch didn’t just enter the market — it arrived with flavor, energy, and purpose. Client Testimonial "Paul's a branding rockstar! His exceptional creativity and meticulous attention to detail brought Munch's brand essence to life. He grasped Munch's vision from the get-go, translating it into a unique identity that perfectly captures our essence. His responsiveness, professionalism, and out-of-the-box thinking wowed us. We're thrilled and highly recommend Paul!"