Rebranding Quandoo — How might we elevate the new values and aspirations through consistent brand directions, design strategy and visual language?


Visual Identity & Design System

Client: Quandoo (In House)

Date: 09.19


Quandoo is a restaurant management service for B2B customers, and a restaurant booking platform for B2C customers with a global mission to transform the world's dining out experience. Across all existing B2B channels including the portal and app and CRM platforms, the old illustrations were too flat for the new direction and ambitions of the B2B brand.

Working collaboratively with the product and front end development team, this project was part of a creation of the design system, Cookbook. Within the brand team, a specific illustration design system was created where I had taken on a main role in larger scale illustrations such as the hero, footer and error states. These new creative directions were then also brought forward to the CRM B2B Drip Campaign.


As part of an intial company wide project kick off, several design sprints were organised to breakdown the main problems. These meetings included all designers from the product and brand teams, as well as key stakeholders in each of the product and marketing channels.

Thinking about empowered hospitality and how we can merge digital expertise with a passion for food to help merchants succeed.


Visuals would include all design, brand and product elements whereas communication indicated the tone of voice. Working collaboratively with the product and marketing team, an audit of the existing illustration library and branded assets were carried out to better understand the problems and specific needs.

Several sprints were organised to align on common practice and processes - feedback, discussion with stakeholders, design iterations and execution. One of the outcomes was creating a design system where various types of illustrations were then split into several categories, each with its own guidelines and uses.


Apart from the new B2B website, a drip campaign was also created to help generate interest and grow conversions on the Quandoo website. Working closely with the editorial and CRM team, the project looked at content strategy across five specific emails – introduction to Quandoo, partnerships, widgets, the RMA and marketing.

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