Wolff Olins Identity for Grubhub Focuses On Dining Moments


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.



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.


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.