THE PROBLEM

The existing visual identity was inconsistent and visually outdated, which compromised messaging clarity and limited its ability to connect with the intended target audience effectively.


PROCESS & DECISIONS

To establish a cohesive and professional B2B visual direction aligned with Restaurant & Grocer Partner Visual Identity Guidelines in the previous section, the colour palette was intentionally reduced to create focus and clarity. This approach elevated Just Eat Takeaway.com Pay Card as the key visual anchor, supported by bold, context-aware imagery used consistently across touch points. Cupcake Blue was introduced as an additional brand colour to distinguish it from restaurant and grocer partner-facing communications and to signal a tailored visual language for HR or decision-makers within companies.


IMPACT

The refreshed Just Eat Takeaway.com for Business visual identity introduced greater structure and credibility to our audiences while preserving an accessible and human tone. Furthermore, it improved visual hierarchy and clarity, ensuring key messages were communicated more effectively while aligning with contemporary design standards. It allowed us to maintain consistent messaging across regions and touch points, reinforcing our distinction in a competitive landscape. Clearer frameworks and streamlined toolkits enhanced collaboration and localisation, enabling our in-house team and agency partners to execute reactive campaigns with greater speed and efficiency.

YEAR 2024-2025

TIMELINE 6 MONTHS

ROLE
SENIOR VISUAL DESIGNER - Creative Co-Lead

IN COLLABORATION WITH
Design Lead, Art Director, Project Manager, Sr. Copywriter, Motion Designers, Localisation Specialists.