In approaching a design for EatingNYC, Instagram provided an expected wealth of inspiration. We explored both curated and community generated media via #EatingNYC.
Looking beyond the obvious, delicious subject matter, we noted largely consistent playful style, use of color, composition, and an underlying theme. In predominant foreground focus: food. In the background, quietly: life in New York.
Alexa, EatingNYC's founder, finds her way into many of the shots this way. We see her behind the scenes plating a shot, reflected in a mirror with friends or candidly out enjoying dinner. This secondary narrative is part of what makes the brand stand out.
The food influencer space is highly saturated, but EatingNYC fosters a sense of relatability and a personal connection that is able to drive loyalty in its community.
Capturing this dual narrative in our design, naturally, required two worthy subjects that could stand on their own as our foreground and background, food and life.
While EatingNYC reviews an endless variety of and new and interesting food, the ice cream cone – perhaps indisputably – is their signature.
As shown above, turns out it’s not just delicious and a great foreground subject, but a perfect canvas for involving the ever-changing background of life in fun and creative ways.
We abandoned the idea of including the hand for two reasons. One, symmetry – which greatly affects the flexibility of logo application in practice; and two, it just distracted from the main subject.
Framing in a circular format was a natural decision, given the profile structure of Instagram, EatingNYC's primary platform.
We avoided perfecting the initial sketch, and opted to leave some of the natural squiggle, which added to the fun and friendly feel of a melting ice cream cone.
Inspiration for the background – life – was obvious. Few things encompass the nature of urban living like a city’s skyline.
The “picture worth a thousand words” personal understanding of the Manhattan skyline captured well the variability of EatingNYC's background canvas and adventures.
This came through well in concept, as well as being visually legible to a variety of audiences in testing. Further, the idea of being able to later swap out skylines for different cities, given expressed interest in doing more travel/lifestyle content in the future, was an added plus.
Main concepts in-hand, it was time for their mutual introduction. In doing this, we considered our end frame, a circle, from which we saw a nice, natural balance and horizon forming.
With our subjects in harmony, the natural skyline horizon allowed for some nice fill experimentation.
To give Alexa a fuller sense of "a logo" in our first design review, we chose a font that blended the smooth lines of the skyline and the natural squiggle of the ice cream cone.
We played to the fun nature of the brand, framed the foreground and added some separation emphasis between the horizon fills.
The eye track ended with Lady Liberty sitting on the curl of the C in NYC. We planned to swap out this font in later review sessions - but this got us started in the right direction.
We decided in review to add in details from the initial sketches. In addition to opting for brighter coloring, we refined the sketch itself.
We explored a number of different font options, settling on one that more adequately captured the urban feel of the new identity.
Variation & Final Selection
After several rounds of color tests for both foreground and background elements, we settled on a one-color gray backdrop and inverted the original ice cream coloring.
In the Wild
Be sure to follow @EatingNYC!