During lockdown we were approached by entrepreneurs who were planning to launch a food delivery service in the main cities of the Ural region. Upon completing the brand strategy and positioning development stage we started working on the brand name. It had to be simple, bold, positive and a bit ironic. Preferably in Russian, due to brand’s geography. Finally, we found Vkusolyot ( or Tasteship, if translated literally). The taste that delivered.

Teamwork has always been key for all successful businesses. One would never doubt a team member on an airplane or a spaceship. Sharing responsibilities and always acting as planned guarantee a successful outcome. Vkusolyot would always come to rescue those who are starving and need something tasty right now. 

The logo turned out to be as dynamic as the brand itself. A unique typeface with playful details added expressiveness, and an optional oval plate made it readable against any background. 

An indispensable crew became the brand mascots. Each character was a reflection of a certain taste and had its own main emotion. All those tastes and emotions characterized the full experience from your Vkusolyot order. 

We drew Hot as a reckless bully, Spicy as a snob, Sweet as a careless nerd, Sour as a typical drama queen and Salty as a slightly dumb bodybuilder. Together they made a perfect taste team. Each had his own character and tone of voice as well as an abstract shape that could be used instead.

While the taste crew was responsible for emotions, stickers, bubbles and icons were added as part of the space/plane technical aesthetics to support the name. 

The brand mixed bright and emotional with practical and informative creating a contrast that worked great for all media. The packaging could feature a colorful brand pattern as well as a combination of just two colors – pink and green. 

Brand graphics and mascots together allowed to create tons of posts and banners. Mascots could either communicate with the audience or morph into their abstract form and become more secondary. 

The staff uniform looked more minimalist: we used two main brand colors to make it recognizable and dynamic. The polo shirt was more elaborate and could be chosen by the delivery staff themselves. 

The street sign looked exactly like the app icon to highlight the brand’s digital character. The logo turned into a simple sign with the first letter of the name.

Ekaterina Avteykina, Orientation Pilot

Ekaterina Palshina, Senior Orientation Pilot

Egor Myznik, Flight Captain

Darya Bizyaeva, Communicator

Maria Pechkurenko, Second Pilot

Alia Karnaukhova, Flight Engineer 1

Nikita Boldyrev, Flight Engineer 2

Anna Volkova, Flight Engineer 3

Irina Purtova, Flight Attendant

Anya Derevyanko, Third Pilot