Since iFood’s expansion in 2019, the brand’s ecosystem has evolved significantly, necessitating a strategic shift in our visual identity. To address this new reality, we embarked on a comprehensive redesign to expand and modernize our creative assets.
The result is a new illustration direction that captures iFood’s evolving narrative. While maintaining the core essence of the brand, this aesthetic exploration introduces fresh forms of expression tailored for a mature, scaled organization.
A defining aspect of my tenure at iFood has been the autonomy and institutional trust afforded to me to critically evaluate and evolve my own contributions.
After four years of managing the original design system, I transitioned into a phase of strategic reassessment. The objective was to ensure our visual foundations could scale effectively alongside iFood’s increasingly diverse ecosystem. This process resulted in a more versatile and expressive illustration framework—one engineered to meet the demands of a global brand that has matured significantly since 2019.
Our visual language is anchored by a foundational rounded geometry, creating a cohesive thread across typography, iconography, and illustration. These forms are characterized by softened radii and a subtle ‘inflated’ aesthetic, projecting a sense of approachability and modernism.
This visual strategy is directly informed by iFood’s iconic sonic signature. By utilizing the ‘O’ as a recurring structural element, we establish a visual cadence that mirrors our auditory brand, reinforcing consumer recall through multi-sensory consistency.
However, we maintain a rigorous balance between brand expression and functional clarity. While the ‘O’ informs the stylistic DNA, we prioritize geometric accuracy where legibility is paramount—ensuring, for instance, that technical elements like wheels retain their perfect circularity to respect their real-world function.
Our visual language is anchored by a foundational rounded geometry, creating a cohesive thread across typography, iconography, and illustration. These forms are characterized by softened radii and a subtle ‘inflated’ aesthetic, projecting a sense of
Brazil is characterized by a profound cultural dynamism. In a multicultural landscape where diverse ethnicities and belief systems coexist, representing the national identity requires a departure from singular symbols in favor of a pluralistic approach. Our objective was to capture this ‘unity in diversity’ within a cohesive visual framework.
Primary market research indicates that a sophisticated sense of humor is a defining pillar of the Brazilian identity; notably, comedic content consistently ranks as a top-performing genre across domestic streaming platforms. This insight informed our creative direction, leading to the development of a vibrant, high-energy color palette that reflects this spirited and tropical temperament.
The resulting system preserves the equity of iFood’s signature red while integrating a broader spectrum of tones inspired by the richness of Brazilian culture. By moving away from a rigid, legacy brand structure, we have established a flexible visual identity that is as adaptive and multifaceted as the community it serves.
