Feed Me Toronto

@FeedMeToronto is a popular Instagram account run by Toronto local and food enthusiast, Gerry Duraisamy. Gerry tours around the GTA trying out the best it has to offer, and making recommendations to his hungry followers. Feed Me Toronto was already well-known when we crossed paths, but needed a more up-to-date identity to round out its brand overall. Gerry was intent on finding a mark that would be inviting and memorable, but it had to be simple and unique in its own right. It didn’t require much research to see that there were many symbols and food-related marks that had become redundant and over-used, so we worked to produce something less blatant without losing value or meaning.

OUR SOLUTION TOOK ON AN INTENTIONALLY ABSTRACT DIRECTION, WITH THE CIRCULAR SHAPE REPRESENTING A PLATE.

Additionally, the mark was reminiscent of a stamp, even one in a passport, representing movement from place to place and leaving the FeedMe stamp of approval along the way. The orange colour was used intentionally for its energy and personality, and for the fact that the colour is known to increase appetite. 

 
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Creating an identity for an Instagram food blog is difficult and requires serious creativity. After dealing with a couple other designers and going through concepts I wasn’t 100% content with, Arcade came into the picture and I explained to them what I was looking for. From the beginning they didn’t need to be educated, they just knew. They ran with it, and the first concept they brought me was exactly what I needed and loved. It was minimal, appealing, and thoughtful. They explained the why behind each component, and it remained stuck in my mind from the first time I saw it. Arcade is a definitely a talented group of individuals who know design and what brands need to stand out.
— Gerry Duraisamy, Founder