Case Study Identity June 2, 2022

Foodmandu Rebrand – How One Color Redefined a Nation’s Branding Landscape

Foodmandu, Nepal’s largest food delivery platform, had built brand recognition with its red logo. But the owner knew: stagnation kills innovation

Task

When Foodmandu approached Wildminds for a rebrand, the goal was clear: modernize the brand to reflect its digital-first, fast-paced food-tech identity.

Strategy

Brand Strategy
Design

Logo Design, Merchandise, Branding
Production

Design Sprints, Documentation
Tools Used

Illustrator, Figma, Photoshop

Open Project

⬤ 01. Challenges

“Why change what’s already working?”
Foodmandu, Nepal’s largest food delivery platform, had built brand recognition with its red logo. But the owner knew: stagnation kills innovation .

Internal resistance: Teams feared erasing years of brand equity.

Market saturation: Competitors mimicked red-centric branding.

Vision gap: The existing identity didn’t reflect Foodmandu’s digital-first speed and freshness.

⬤ 02. THE STRATEGY

Wildminds didn’t jump to visuals. We immersed ourselves.

Workshops : Mapped employee perceptions of the brand’s strengths/weaknesses.

Competitor Audit : Identified oversaturated trends (red, green) and gaps (bold, underused hues).

Audience Analysis : Studied how Nepalese consumers associate color with food delivery (e.g., red = urgency, yellow = appetite).

Surprise Discovery : Teams clung to red out of habit—not strategic alignment.

⬤ 03. THE EXECUTION

Safe options first. Then the punch. We presented six variations—sticking to red and blue—to earn trust. When the client rejected them all, we pivoted:

The Risk : Suggested golden yellow as the primary color. Rarely used globally, hard to harmonize, but culturally resonant.

The Hook : Paired yellow with Prussian blue for contrast, balancing energy (yellow) and professionalism (blue).

The Proof : Mockups showed how yellow stood out on apps, packaging, and delivery bikes.

⬤ 04. THE IMPACT

From backlash to trendsetter

Result : Foodmandu isn’t just a food delivery brand. It’s a symbol of Nepal’s modern, risk-taking spirit.

Immediate Recognition : Yellow became Foodmandu’s visual heartbeat overnight.

Cultural Shift : Despite early online criticism (“Red Looks Better, Other shades are better!”), competitors began adopting yellow.

Scalability : The brand now adapts seamlessly—from app interfaces to physical stores.

Color palette

/ Foundations

Design system

Main Colour #FFDD00	SCSS var $color-yellow	◯
R 255 G 221 B 0	CMYK (0%, 10%, 100%, 0%)

Golden Yellow

Secondary Colour #002355	SCSS var $color-prussian-blue	◯
R 0 G 35 B 85	CMYK (100%, 34%, 0%, 79%)

Prussian Blue

Accent 1 #3A4A9F	SCSS var $color-violet-blue	◯
R 58 G 74 B 159	CMYK (90%, 82%, 0%, 0%)

Violet Blue

Magic Mint #B4EDD2	SCSS var $color-magic-mint	◯
R 180 G 237 B 210	CMYK (28%, 0%, 23%, 0%)

Magic Mint

⬤ 05. WHY IT WORKED

Wildminds’ Secret Sauce

Strategic Listening : We didn’t dismiss resistance—we used it to refine the pitch.

Fearless Creativity : Yellow wasn’t a whim; it was a calculated gamble rooted in research.

System Over Style : The brand guidelines ensured consistency long after launch.

Typography

/ Scales

Typeface
TT NORMS

Usage
Headlines & Sub-Headlines

Aà

TT Norms Pro was a relevant choice for Foodmandu’s branding due to its versatility, legibility, and strategic alignment with the brand’s identity.

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 0123456789

Typeface (OFFICE)
MANROPE

Usage
HEADLINE & SUB HEADLINES

Manrope was selected for office use in Foodmandu’s branding due to its clean, geometric design, readability , and versatility in professional contexts.

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