Wolff Olins Identity for Grubhub Focuses On Dining Moments

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Grubhub has introduced a new identity designed by Wolff Olins. Grubhub is the leading online and mobile food ordering platform in the U.S., allowing users to order online from nearly 50,000 takeout restaurants with a total of $2.4 billion in gross sales. With other companies in the space focused on logistics, Grubhub decided to focus on good food and dining moments that matter.

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To convey Grubhub’s new vision,  says Wolff Olins, they developed a “new language of food” designed “to evoke a sense of celebration around food and bring a playful personality to eating moments throughout the day.”  This included elevating takeout as a dining choice and connecting with the special moments in everyday life — micromoments — that matter to diners like from moms feeding their families after school or young couples having a spontaneous evening in.

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The system includes tv, radio, social, digital, and outdoor; it also recognizes the mobile first world where food-related content dominates social feeds. Sub-brands include Seamless, MenuPages and Restaurants on the Run.

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