Problem statement

Munch was a new startup who needed a brand that reflected their values. Through the years they have had multiple marketing websites which I assisted with creating, but they needed a new website which was easier to maintain and add information about new features.

Proposed solution

For the brand, I needed to create a fun brand which conveyed love and passion for food. I created a brand that showcased the fun working environment munch creates for restaurant workers. For the website, the idea was to use motion to convey the same message.

My role

I designed the original logo and brand identity, created the initial UI and design system, and built the marketing website. I also contributed to the frontend development of the back-office portal when they launched, which has been rebuilt lately.

Process & execution

The brand and website designs both started with a research phase. I did competitor analysis, as well as market fit research in order to understand where Munch wants to position themselves and how to help them get there. The research was translated into visual concepts within tools such as Adobe Illustrator, Adobe XD and more recently, Figma. The website was then build using NextJS and PocketBase. This gave the munch team an easy to use CMS to manage the website content.

Outcome

The original brand and UI system designed in 2019 was still in use up to 2024, proving the durability and scalability of the design decisions. The system provided a strong visual and functional foundation that supported Munch’s long-term product evolution. When I left munch back in 2021, the product owner at the time took over the design work. The design system was design in such a way that it was easy enough for anyone with some experience to take over the design work.