STRATEGY

To enter this new segment, iFood needed a sub-brand and a positioning strategy capable of quickly explaining what qualifies iFood and differentiates it from the traditional dominant players and the digital natives competing for space in this market.

In addition to being a leader in food and technology, iFood has two major advantages that were key to our strategy: the strength of its brand and its ecosystem, which already has millions of users and thousands of restaurants and delivery drivers in its base.

That's where the insight that guided the entire strategy came from: Since this market emerged, benefits have been individual, part of each employee's compensation package. iFood, with its ecosystem and ability to integrate data and services, may think differently: What if these individual benefits could positively impact more people?

We then arrive at the positioning “iFood Benefits. Benefits everyone,” which shows how the product redefines the role of corporate benefits, creating a dynamic where all parties involved in this chain win: employees have more autonomy and scope, which helps them make the benefit last the entire month, with meal options and greater establishment coverage. Companies, in turn, gain more simplicity and intelligence in managing and engaging their team.

And restaurants and supermarkets have access to data that helps them better manage their business, attract and retain more customers.

CREATION

In co-creation with the Ifood team, the visual and verbal universe sought to create a unique personality for the product, while also incorporating already established Ifood brand elements.

Illustrations and patterns were created to be scalable, reflecting different themes according to the benefit in question: fitness, nutrition, transportation, etc. The photography represents the different profiles that benefit from the brand, whether it's the retailer, the delivery person, or the end consumer.

The blending of photographic language with graphic interventions, through collages and overlays, results in an urban, fun, and pop aesthetic.

iFood's red remains the main color, sharing the palette with new shades like pink and gray. Black and white are also heavily featured in the brand identity.

We built the verbal universe of this new business based on the tone of voice of its parent brand, adapting and incorporating approaches that facilitate entry into the benefits market and convey the seriousness needed to deal with corporate clients, while also valuing iFood's irreverent, youthful, and lighthearted style.