Colors. Fonts. Photos.
Are these really important when it comes to brand strategy?
A client asked me this once.
It was an honest question—he wanted to understand the reasoning behind our choices.
The short answer:
When branding is done right, it makes your customers feel something. That feeling drives them to choose your travel or hospitality brand.
Your brand’s visuals help cement that feeling in your ideal customers’ minds.
How to Create an Identity That Resonates
We'll use an example here. One Lunch is an app that helps restaurants deliver fresh food to groups with tight lunch schedules. Whether it’s construction workers with short breaks or schools looking for healthier meals, the app lets individuals opt into a flexible, commitment-free lunch program.
When developing this brand identity, we aimed to:
Show their quick yet gourmet-quality
Emphasize the hearty yet healthy fresh foods
Celebrate their down-to-earth and communal nature
Highlight their flexibility with opt-in orders and on-site deliveries
These goals translated into:
A logo modeled after the tomato, a core ingredient in their meals
Vibrant colors inspired by fresh foods like spinach, lettuce, and salmon
Stylish fonts that give off playful charm
Hand-drawn illustrations using organic shapes
Photos of communal lunches shot in natural daylight
Together, these brand elements make One Lunch feel:
Fresh and natural
Warm and welcoming
Functional yet playful
Classy yet approachable
Your Brand Identity is All About Perception
Creating brand visuals that capture your customers' attention is about reflecting what you want to be known for. Are you premium or approachable? Playful or serious? The colors, fonts, and images you use for your brand will communicate this message to your customers.
Visuals Matter Too!
