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THE DUALLY BENEVOLENT DESIGN OF DELIVEROO EDITIONS

There is always the potential for technology, social media, and online marketing to appear vapid and superficial. Online delivery service Deliveroo had already experienced immense international success when they sparked the idea of a new benevolent service with a dual purpose (besides the obligatory business advantages); they wanted to begin a new service that would offer food delivery to markets where this was rare, and use this as a springboard for chefs and restaurants to gain visibility and have a stronger presence in their area. Recognizing that they needed someone with a strong comprehension of how presenting this service in the digital age appeals to the proposed demographic, Designer Jim Ward was enlisted based on his presentation and history of successful work with such internationally recognized names as Haagen Dazs, Wagamama, and others. While he has a wide variety of credits, Ward has proven time and time again that he has a keen understanding of how to successfully appeal to the public’s interest and appetite for fine food. This new service known as Deliveroo Editions got off to a smashing start thanks to Ward’s design expertise and guidance in the initial launch. Making certain that the first impression was the right one, Jim helped Deliveroo Editions to become so successful that it has spread to a number of countries.




Ward’s role was consisted of overseeing the design and art direction of Deliveroo Edition’s identity. He created the concepts for online films that were placed on YouTube and other social media platforms as well as an entire bank of photographic assets to be used in the restaurants domestically and internationally. As proof of the universal appeal and success of these, they are being used in Europe, Asia, Australia and the Middle East. Clearly, the cultural barriers were nonexistent in Jim’s approach. He worked with copywriter Josh Jones on this project to apply the branding that was created to the Deliveroo App. Jones professes, “Jim always had the big picture in his head. He knew exactly the right photographer, videographer, and professionals that would be able to create the concept we came up with. In terms of food, you have to be very precise. It’s not just about creating something good but it’s paramount to come up with something that appeals directly to the portion of the market that you are going for. Having someone like Jim leading the art direction…it helped everyone to relax and feel confident. Deliveroo Editions has become increasingly popular that we all felt reassured by that idea.”

The goal of Deliveroo Editions was to provide more choices for those who did not live in an area with access to a wide variety of restaurants. The trick to this is to make it affordable for the business owner (access to customers without the need to open more locations) and access for the consumer. Ward and Deliveroo targeted certain types of food that were not available in specific locations and then focused on filling in these gaps. The public would get more choices and the restaurants could increase the staff size at their already existing locations. This situation is one of the unique occurrences in the market where both sides win. What was lacking was the media and marketing to make both sides aware of what the other could provide.

The overall sense of this project was benevolence. Jim describes what he set out to achieve on behalf of the client. He reveals, “There was a list of ‘deliverables’ that Deliveroo wanted from the project, it needed branding, a design tool kit that would roll out through each hub that opens (i.e. how logos, typography and photography might be used) and it needed to work universally. They also needed some ideas on how to launch the concept of Deliveroo Editions in a positive light as the public loves to hate big organizations. Deliveroo didn’t want to come across as moving into areas and putting existing restaurants out of business but rather supporting them and filling in missing gaps in said areas. So it was down to myself and Josh to come up with a way to position [Deliveroo] Editions visually and verbally.”

Ward’s concept of the online films created for Deliveroo Editions was that it exhibits the fact that the customer was going to achieve the same high quality of food preparation as they would receive in the actual restaurant. To do this, time-lapse Go Pro footage of the food being prepared at a Deliveroo kitchen hubs allowed the public to understand that it is great quality food prepared by professional chefs and staff. The footage wasn’t ever branded by specific restaurants but rather exhibited the main cuisines that are based in Deliveroo Editions. The genius of this approach was that the videos could work universally for almost any part of the world as Deliveroo Editions rolled out internationally. Jim applied this concept to the photography bank that was created and used to great success.

While the idea of the videos was to “humanize” the food preparation process, the still photography was much more about the food itself and desire. Ward concedes, “The look of the photographs was about capturing mouthwatering shots of food that makes people want to order and eat the food they are seeing. I wanted to create textural shots that closely focused on the food, not so close-up that it distorted what you were looking at but enough that people would see it and think it looks delicious.” Ward worked with photographer Scott Grummett to achieve these shots. Grummett has a vast amount of experience photographing food. Food stylists were brought aboard to make everything look incredible. The process of creating attractive food is every bit as involved as working with human models. Lighting variations, the addition and removal of certain elements for aesthetics, and special tools are all involved.

Perhaps a reason for Jim’s confidence in what he created for Deliveroo is because he is very close to the concept. He confirms, “I am a user of delivery apps such as Deliveroo, and more so since working with them. I had used Deliveroo before working on the project for them. My view of the service was that it was incredibly handy and convenient, and opened me up to trying new places and restaurants. I think it’s a very common aspect of modern life. My perception of take away food has changed with the use of these apps in recent years. Before I may have ordered takeaway as a ‘treat’ but now I seem to use food delivery apps more for convenience. Being busy with work and not having time to cook for instance, it allows for a much greater variety. My experience with these apps is mainly all positive. I’ve had some fantastic food from restaurants of all types of cuisines within the area that I live.”

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