Deliveroo
Deliveroo were looking to refresh their iconography and visual language. I was tasked with exploring concepts for a new 'house art style' and creating a suite of new icons that would "reflect the angles and forms" of the Deliveroo brand mark. I also did animation work for marketing materials including creating the 'Roo Wink' that you see in the app to this day.
At the heart of the Deliveroo business are the delivery cyclists. I wanted to evoke that human core by exploring a hand crafted, paper-art style. A textured and tactile visual language to compliment and contrast a digital platform.
Punchy and a little abstract. We explored using the forms and angles of the Deliveroo logo to define the shapes of the new iconography. We mixed in some more organic lines for the narrative illustrations.
Initial icon explorations tried to stick tightly to the mark form but this led to rather abstract results. In the end I used the marks' common angle of 12° +- on both axis to create a simpler grid to work with.
A selection from the suite of new and revised icons. Created in both papercraft, colour and single colour varients for all use cases. Every icon used the same 12° angles to form the majority of their shapes and lines.
Above on the left are some of the original Deliveroo icons. They're a looser, sometimes less refined style. The new icons on the right are tighter, following the grid based on the Deliveroo logo angles.
Above, bags of flavour! New narrative illustrations could be created from using combinations of the base icons. And below, the icons brought character whether through simple or more bespoke animations.
Above are some further examples of the Deliveroo papercraft style explorations. And below is one of Roo 'Wink' animations I did that can still be seen in the app today
