Goldbelly Identity
ART DIRECTION | STRATEGY | PRODUCT DESIGN
Understanding the Objective
Goldbelly is a curated online marketplace for regional and artisanal foods crafted by local food purveyors throughout the United States. Goldbelly's staff curates products from restaurants, bakeries, delis, etc. to feature on the site and facilitates shipping across all 50 states.
The Goldbelly brand not only needs to work for itself but also seamlessly blend with the hundreds of brands it represents. This means that the goal is to create strategic online tools to help not only Goldbelly but their partners reach as many digital customers as possible. From creation of a beautiful parent site to inform online customers that a partner now offers nationwide shipping to educating new hungry bellies across the country, the brand’s main goal is to help spread a passion for food online.
Strong Rebrand
Upon joining Goldbelly as its first official design lead, the main focus was to create a compelling and cohesive brand ready to take on this new industry from a fresh standpoint. From 2015 onward, there was a complete brand creation including but not limited to illustrations and visual merchandising, motion graphics, art direction, brand development, visual design, web design, marketing design, and of course print design.
Blending Elements
The overall brand is meant to be fun and captivate consumers via a nostalgia for the food they’ve tasted all over the country and, in some instances, the world. This brand focuses on clean, consistent imagery accented with bold typography and playful illustrations that compliment any number of brand partners. This allows for an inclusive look, even with hundreds of partners with their own personal brand flavors (some of which are designed by yours truly and the Goldbelly team in-house as seen here).
Brand Reach
Goldbelly has reached the likes of Chrissy Teigen, Mindy Kaling, Kim Kardashian, Buddy Valastro, and Stickermule all of whom have either partnered or voluntarily shared brand assets furthering the brand’s image. Goldbelly has also appeared on multiple news shows including The Wall Street Journal, CNBC, KTLA, and Good Morning America, and often hosts events with partner brands and promos.
