Lunchbox is a food technology company providing SaaS solutions for mid-market and enterprise brands. When the company shifted its focus beyond small businesses, its visual identity required a corresponding level of maturity and precision. Leading the redesign of the brand system to meet that shift,  a comprehensive identity was devleloped. A brand that could stand alongside category leaders such as DoorDash, UberEats, and Toast.

The new brand guidelines were built from the ground up, establishing the core components that define Lunchbox’s visual language: typographic structure, grid and layout logic, color standards, logo systems, and motion parameters. The priority was consistency to ensure every asset, whether digital or print, adhered to the same underlying principles of the new brand.

This was applied across the entire ecosystem: web, product UI, e-books, guides, social media content, presentations, and motion graphics. Through disciplined application of these standards, Lunchbox’s identity shifted from a youthful, scrappy presence to a refined, enterprise-level brand with a clear visual point of view.

The result is a cohesive design framework that supports the company’s ambition and reinforces its position in a highly competitive market. A market that is built on clarity, consistency, and a strong sense of visual order.

The Top 30 Women in Food campaign, created by Savannah Schmidt (former CMO at Lunchbox), has become one of the brand’s most recognized annual initiatives. The 2025 edition reached its highest level of participation to date, generating record-breaking nominee submissions and community voting. From a design standpoint, the campaign required a unique system to support extensive content, such as, nominee graphics, social templates, digital assets, and motion components.

The system also integrated elements honoring past winners, creating continuity with the 120 women recognized since the campaign’s launch in 2021. The result is a campaign grounded in strong branded discipline, modular layouts, designed to elevate the stories of women shaping the food industry.