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EAT✦ME
Brand Review — All Deliverables
Strategy: Mira  |  Visual Execution: Flux  |  Direction: Joel
February 23, 2026
Logo — Joel's Chosen Concepts
The Originals
These are the Recraft-generated concepts you selected. Concept 20 = primary icon, Concept 17 = marketing variant, WM-11 = wordmark.
Primary Icon
Concept 20 — Primary Icon
Concept 20
Front-facing open mouth, tongue out, hot pink 4-pointed star on tongue. THE icon. Expressive, detailed, unmistakable.
Marketing Variant
Concept 17 — Speed Lines
Concept 17
Side-profile mouth with speed lines = delivery in motion. For social headers, promos, merch. NOT for app icon.
Wordmark
Wordmark WM-11
WM-11
Stacked EAT/ME, ultra bold condensed white. Hot pink star between words with neon bloom glow. Star is the only neon element.
Other Notable Concepts from Round 1
Concept 08
08
Concept 14
14
Concept 18
18
Concept 19
19
Concept 16
16
Logo — Production Refinements
Original vs. Refined
Flux hand-crafted 3 production SVG options from Concept 20. Left = your original Recraft image. Right = Flux's clean vector interpretation. Compare and decide.
Option A — v6 (Subtle M-Dip)
Recommended
Original (Recraft Concept 20)
Original Concept 20
Refined v6 (Hand-Crafted SVG)
Refined v6
Clean geometry, perfect symmetry, works at all sizes down to 16px. Subtle cupid's bow.
Option B — v7 (Deep M-Dip)
More Attitude
Original (Recraft Concept 20)
Original Concept 20
Refined v7 (Hand-Crafted SVG)
Refined v7
Deeper cupid's bow, two distinct lip cushions. More punk, more expressive. Best at 64px+.
Option C — Cleaned-Up Original
Original Feel
Original (Recraft Concept 20)
Original Concept 20
Cleaned-Up (Artifact Paths Removed)
Refined v3 cleanup
Original Recraft character preserved. Organic, slightly imperfect, wider framing with cheek lines.
Variants (Based on v6)
Speed Lines
Speed Lines
Monochrome
Monochrome
On White
On White
16px 32px 64px 128px
Size Test
Color Palette
Late-Night NYC Neon
Cyberpunk duo-tone. Pink dominates, blue supports. Everything passes WCAG AA on dark.
Core Brand
Void
#0A0A0A
White
#FFFFFF
Hot Pink
#FF0080
Electric Blue
#00D4FF
Surfaces (Dark Elevation)
Void
Surface
Raised
Elevated
Overlay
Text Hierarchy
20.7:1
Primary
#FFFFFF
9.6:1
Secondary
#B3B3B3
3.9:1
Muted
#666666
Semantic
Success
#00E676
Warning
#FFB300
Error
#FF3D3D
Info
#00D4FF
Interactive States
Pink Default
#FF0080
Pink Hover
#FF1A93
Pink Pressed
#CC0066
Blue Default
#00D4FF
Blue Hover
#33DDFF
Blue Pressed
#00A8CC
Neon Glow
Track Your Package
Typography
Big Shoulders + DM Sans
Industrial signage meets geometric readability. Both free from Google Fonts.
Display — Big Shoulders Display, Black 900, Uppercase
72px hero
EAT ME
48px display-1
DRIVERS KEEP 100%
36px display-2
REQUEST. TRACK. DELIVERED.
24px heading-1
HOW IT WORKS
20px heading-2
FOR SENDERS
Body — DM Sans
18px body-large
Your delivery fee goes to your driver. All of it. No commission. No catch.
16px body
EatMe is a delivery platform where drivers keep 100% of the delivery fee. Built in NYC, for NYC.
16px emphasis
$8.99 flat. Every cent to the driver.
14px small
Brooklyn and Manhattan to start. We're expanding, but we'd rather be great in two boroughs than mediocre in five.
12px label
Express Delivery
Wordmark Rendering
EAT
✦
ME
Tabular Numbers
$8.99
$12.50
$0.00
DM Sans with font-feature-settings: "tnum"
Brand Style Guide
The Rules
Key guidelines from the 11-section style guide. Iconography, photography, voice, motion.

Iconography

  • 4-pointed star (✦) is the signature element — appears everywhere
  • UI icons: outlined, 1.5px stroke, sharp corners
  • Lucide Icons recommended (clean, geometric, open-source)
  • No rounded/friendly icon sets. No multi-color icons.

Photography

  • Late-night NYC always. Never daytime, never suburban.
  • Neon signs, streetlights, bike lights, phone screens
  • High contrast, lifted blacks, slight grain
  • Subjects: bike couriers, city streets, packages in motion

Voice & Tone

"Drivers keep 100%."
"Our innovative revenue model..."
"$8.99. All of it goes to your driver."
"Affordable delivery!"
"Brooklyn to the Bowery"
"The New York metropolitan area"
"Drivers" and "couriers"
"Delivery partners"

Motion & Animation

  • Fast. 150ms micro, 300ms transitions, 500ms page-level.
  • Star rotation for loading (not spinners)
  • Neon flicker for hero wordmark only
  • No confetti. No slow fades. No animations that block interaction.

Social Media

  • Always dark backgrounds. No white posts. Ever.
  • The star appears in every visual.
  • Bio: "NYC delivery. Drivers keep 100%. Yes, really."
  • Numbers are always specific. "$8.99" not "low fees."

Logo Don'ts

  • Don't rotate, skew, or stretch the logo
  • Don't change the star color (always #FF0080)
  • Don't place on backgrounds lighter than #333 without dark container
  • Don't use speed-lines variant below 48px
Button Styles
Star as Bullet
✦ No commission. Zero.
✦ No subscription fees.
✦ Weather premiums go to you.
Landing Page — eatme.nyc
The Full Page