Chop to it
Chop To It is an online and mobile food ordering service dedicated to delivering fresh and tasty Chinese food on the go.
I was approached to develop the brand identity as well as a landing page for their website. The brand mark takes shape of a clock with hands made from chopsticks. The logo embodies the platform's three key values: simplicity, directness, and functionality. Red is a popular color in the Chinese culture, symbolizing good luck and fortune which was the main reason I used a bold red represented throughout the brand.
BRAND/VISUAL IDENTITY, USER INTERFACE
PROBLEM
The urban food delivery market has many apps, but finding genuine Chinese cuisine is difficult. Users want authentic options, suggestions, easy navigation, and cultural engagement. However, most apps lack:
A curated selection of genuine Chinese restaurants
Guidance or recommendations on lengthy menus
Efficient app interfaces that delay the ordering process
Integration of Chinese culinary culture into the user experience
This obscures the true essence of Chinese dining and misses the potential for a connected, immersive culinary journey.
GOAL
We aimed to create a user-friendly app for ordering authentic Chinese cuisine that also celebrates China's rich culinary heritage. We carefully selected every element, from the logo to the color scheme, to reflect cultural symbolism and evoke Chinese traditions.
Our app curates the finest local Chinese eateries and presents them through an intuitive user experience, making it easy to find and order traditional Chinese food while also discovering the culture behind it.
DESIGN PROCESS
The design process for the "Chop To It" app was meticulously structured to ensure a seamless blend of functional efficiency and a rich cultural aesthetic. Initially, the project kicked off with a broad overview of our goals and the steps we anticipated, laying the groundwork for a detailed, systematic approach.
Research & Mood board
The first phase involved comprehensive research into existing food delivery services, with a focus on identifying gaps in the market for authentic Chinese cuisine. This research helped inform the creation of a mood board, which incorporated elements like red lanterns, bamboo steamer baskets, and vibrant street market scenes. These images served to inspire and set a definitive tone for the app’s aesthetic, blending traditional Chinese cultural symbols with a modern user interface design.
