brand strategy, illustration, design
the breakfast club
The Breakfast Club delivers chef-quality breakfast to your door. They partner with local farms to source seasonal ingredients to ensure your meal is as fresh as possible while minimizing their environmental impact. The Breakfast Club believes that breakfast is the most joyous meal of the day. The brand visualizes the feeling of laughing together over mimosas and your favorite brunch dish. It’s bold and unfussy, and customers feel a sense of joy before they even open their package.
strategy
People have strong feelings about breakfast. Getting a brunch reservation is about as difficult as getting T-Swift tickets. But The Breakfast Club lets you have your favorite morning dish delivered to your door. The main goal of this brand identity was to bring joy before you open the package. It also needed to communicate the laid-back nature of breakfast because, unlike other food delivery services, The Breakfast Club is not on a mission to make you feel like a gourmet chef. Their mission is to bring people together over a delicious breakfast without having to fight for a reservation or wait hours for a table at your favorite brunch spot.
I captured the essence of getting together for breakfast by using a bold, unexpected color palette and adding some quirks to the typography. The best breakfast foods are casual and unfussy. The simplistic illustration style brings those qualities to the brand while also allowing customers to see themselves in the branding. The elements are playful and indicative of the anticipation of coming together for a delicious breakfast.