Kitchenita is a food-tech start-up currently operating in Argentina, Colombia and Mexico. Based on market data, the company creates tailored "virtual restaurants", identifying what the customer wants to eat, where and at what price. As of now, that process gave birth to nearly 20 delivery-native brands. And counting.
Although Kitchenita's visual identity was originally very subtle and minimal, at some point we realized it needed to be more than just a platform for its other brands. ProgressiveIy, I shaped it to be a bit more distinct and unique by developing a more graphics-rich, memorable and consistent language. As Lead Graphic Designer, I took the identity to such diverse media and formats as in-house developed software, print, video and more.
*Huge shoutout to Kitchenita's first designers: Serena Lacroze and Ingrid Bursztyn. Both shaped the brand from its early stages and paved the way for me to experiment with the identity, expand its borders and keep it fresh.
Kitchenita's visual identity was originally meant to be very minimal and subtle — and to serve as a plaform when communicating its more tasty-looking, colorful brands. However, at some point in time the decision of making it a stronger, sort-of-umbrella brand was taken.
And so I came up with certain layouts and gridded compositions to create a more consistent and memorable look for the brand across several assets and mediums. Those compositions quickly became a key part of Kitchenita's brand book, as well as the simple yet effective graphics and icons you can see below. The new assets are versatile, easy to understand and hard to ignore.
So, Kitchenita creates data-driven, delivery-native virtual restaurants. But you may be wondering how do those meals finally reach the consumer. The short answer is that over 50 dark-kitchens in Latin America receive the necessary meal-preps and ingredients to dispatch a wide array of dishes from Kitchenita's most successful brands. But it is simpler than it sounds — explore how it works below!
To learn more please visit www.kitchenita.co
