Clube iFood
the coupons fandom
iFood is the most used food delivery app in Brazil.
while I was part of the Craft Design team there, I worked mainly on Clube iFood, the app's subscription-based benefits program that offers discount coupon packages, free deliveries, and perks from partner brands.
I was responsible for the visuals of all Clube iFood's touchpoints through the app, following the marketing team strategy in the product while maintaining visual consistency under the brand guidelines.
Clube iFood’s first visual identity was developed while the product was being launched, in a very dynamic startup framework. the communication on the app was always changing, following what worked and what didn’t with the user, and I learned a lot during that time about metrics and product mindset in communication touchpoints.
in 2022, Clube iFood was growing, evolving and entering a new phase, and the visuals had to keep up.
this is a visioning of Clube’s new positioning:
the product tone of voice, light-hearted and fun from the start, became more colorful and illustrated than ever, reflecting it’s personality and the gamification of the experience.
contrary to the idea that a club is restricted and exclusive, this club is for everyone.
this is a product that makes the food-ordering experience more accessible, bringing convenience and savings to the users. the concept of fidelity and creating a relationship with the client brought the connection with Clube’s fandom - a group of very engaged people that love discounts and feeling like they are a part of something special.
iFood
2020 - 2022
my role: Creative concept, art direction, illustration
creative direction: Ed Almeida
copy, content and strategy: Weila Mesquita