Munch
Making food delivery feel like home
The UK food delivery market was dominated by platforms that prioritised scale over story. Major players focused on quick delivery times and broad restaurant coverage, but there was a fundamental gap: representation. Black, Asian, and Minority Ethnic (BAME) owned restaurants, despite serving some of the country's most beloved cuisines, often struggled for visibility against corporate chains with larger marketing budgets.
Meanwhile, diverse communities across the UK craved authentic flavours from home but found themselves scrolling through endless lists of generic options. The platforms that promised "everything" delivered convenience, but rarely delivered the connection to cultural identity and authentic experiences that food can create.
Munch saw this as more than a market opportunity. It was a mission. By building a platform that prioritises underrepresented founders and authentic cuisine, they could support BAME-owned businesses while helping communities access the flavours, traditions and experiences that matter most to them. We helped them build a brand that celebrates this diversity.
Brand Identity, Motion Design, Brand Illustrations, Iconography, Brand Guidelines, Pitch Deck
The idea
Bringing the taste of home to you
The insight that shaped everything was simple: authentic food creates connection that transcends cultural boundaries. Munch doesn't just deliver meals. It delivers memories, traditions and the comfort of familiar flavours. Whether you're a second-generation immigrant craving your grandmother's recipes or a curious food lover eager to explore a cuisine you've never experienced before, Munch creates access to something more meaningful than convenience.
The foundations
A platform for everyone
The logo centres on a bold "m" with a distinctive bite mark from Munchy, the brand mascot. This playful detail transforms a simple lettermark into something with character and story, which was essential for a brand that needed to feel approachable rather than corporate. The bitten "M" creates movement and memorability while reinforcing the most fundamental action behind the brand: munching on great food.
The vibrant palette takes inspiration from words associated with eating, with each colour named after synonyms for consumption. "Munch" serves as the primary colour, creating a simple naming system that reinforces the food-centric nature of the brand while giving the palette a memorable and ownable language.
The system
Flexible character system
We created a modular system with interchangeable head profiles, varied skin tones and adjustable features, allowing new characters to be generated quickly while maintaining a consistent visual language. This gives Munch the ability to represent different people and communities without relying on generic stock illustrations, while keeping the system recognisably Munch.
A custom icon set extends the same thinking into the product. Simple, intuitive symbols make in-app navigation feel approachable while maintaining the playful yet professional character of the wider identity.
Glyn are branding rockstars! Their exceptional creativity and meticulous attention to detail brought Munch's brand essence to life. They grasped Munch's vision from the get-go, translating it into a unique identity that perfectly captures our essence. Their responsiveness, professionalism, and out-of-the-box thinking wowed us. We're thrilled and highly recommend working with Glyn!
Dan
Co-founder Munch
The brand mascot
Meet Munchy: the feel-good mascot
Munchy is Munch's emotional connector. The mascot brings warmth, humour and personality to the brand, creating something people can recognise beyond the logo itself. Whether appearing in the app, marketing materials or campaigns, Munchy embodies the joy of discovering good food and gives Munch a distinctive character in a category often dominated by functional, transactional experiences.
Munchy isn't just a mascot. It's one of the ways the brand makes food delivery feel more human.
The experience
Photography that captures connection
The photography direction focuses on authentic moments: people enjoying food alone and together, candid interactions and genuine expressions of enjoyment rather than staged perfection. This approach reinforces Munch's belief that food is about more than what arrives at your door. It's about the people, memories and cultures connected to it.
Overview
A comprehensive brand identity for a UK food delivery platform built specifically to amplify BAME-owned restaurants. From strategic positioning to character design, we created a system that feels inclusive, vibrant and trustworthy, while supporting Munch's ambition to expand into African and Caribbean markets.
The strategic challenge
Beyond representation for the sake of it
While many brands talk about diversity and inclusion, Munch needed to embed those values into the experience itself.
The challenge was creating a brand that celebrates BAME culture without making the platform feel exclusive, supports independent restaurants without positioning itself against larger chains, and maintains a strong sense of local authenticity while building a foundation for international expansion.
Munch needed to feel like it belonged to the communities it served, while still being welcoming to anyone who loves good food.
The brief
Develop a complete brand ecosystem spanning visual identity, character illustrations, iconography, mascot design and brand guidelines.
The identity needed to build trust with restaurant owners, create familiarity with customers from diverse communities, and give Munch a distinctive personality that could carry across markets as the platform grew.
Our approach
Community-centered design strategy
We approached the challenge by putting community representation at the centre of the design process.
Rather than creating another generic food delivery identity, we built a visual system capable of representing different cultures, people and cuisines while maintaining a strong and recognisable Munch identity.
This philosophy recognises that food is deeply connected to culture. When BAME-owned restaurants thrive, they don't just serve customers. They help preserve traditions, create opportunities within their communities and introduce new flavours to a broader audience.
Munch becomes the platform that makes this cultural exchange possible, turning every meal into an opportunity for discovery and connection.
The strategy was to create flexibility within consistency. Different communities should be able to see themselves reflected in the brand without the brand losing its own character.
This needed to work across multiple contexts. Restaurant owners needed to see Munch as a platform they could trust with their businesses. Customers needed to feel represented and excited to discover something new. And the identity needed enough flexibility to support the company's ambitions beyond the UK.
Results
A brand built around food, culture and community
Community-led identity: A flexible visual system gives Munch the ability to represent different cultures and communities without losing consistency.
Stronger brand personality: A distinctive character and mascot system gives the platform an emotional layer beyond the transaction of ordering food.
Built to expand: The modular identity provides a foundation that can adapt to new communities, cuisines and markets as Munch grows.
The result: A food delivery brand designed not just to move meals from restaurants to customers, but to make culture, discovery and connection part of the experience.
Creative Direction, Brand Identity & Motion
Paul Obayagbona
