Disney Eats

AGENCY

Disney Digital Network

CREDITS

Designers: Melanie Lapovich, Randi Cheung
Creative Director: Bobby Solomon
Design Manager: David Rager

BRANDING

Disney Eats was launched in 2018 as a new vertical for Disney.com, and like the name implies it focuses on Disney-inspired cuisine. The brand is a mix of DIY recipes, showcasing treats and food festivals from the Disney Parks, influencer food art creations, and a kitchenware product line geared toward parents and children. I worked on a custom wordmark that became the jumping off point for the entire brand.

Logo Development

The key part of this brief was that this logo had to appeal to a general audience while still maintaining a sense of fun and a DIY spirit. All of my initial ideations were hand-drawn, and that ended up carrying through to the final mark. My first round of sketches focused on a material quality, as if the logo was made using food ingredients, and playing with the letter E as a fork.

While my team all agreed that a hand-treated mark was the way to go, we felt like the first round was a little too juvenile and a few skewed slightly too feminine for a general audience. I went back and came up with a new round of comps that were all caps and a little bit more angular, but still had an organic quality to them. These resonated a lot more, and they became the direction for the final mark.

After beefing up the type, I took it to vector and started experimenting with color (we went through MANY iterations— this mustard is what would eventually become the brand's primary color). I also wanted to come up with a fun container for the wordmark to further convey the hand-treated feel.

Final Logo

The idea of a circle container went over well, but my teammate Randi took the roughness of my circle to create a smooth yet irregular circle, which contrasted nicely against the rough textures of the wordmark. After tweaking the colors and making the Disney logo more prominent, we had arrived at the final mark.

The logo can be seen on everything from Disney Eats' website, social presence, store displays, and product packaging.