Obi Eats
Obi Eats is a food reviewing, content creator where Obi highlights local, small restaurants around Southern California. Rooted in a love for food and multicultural eats, Obi set out to share his favorite places while finding undiscovered, quality restaurants. Obi was looking to revive his merchandising and branding that focused on elevating his existing collateral while giving it guidance to grow.
BRAND STRATEGY
VISUAL IDENTITY
MERCHANDISE DESIGN
Brand Strategy
A focal point of Obi Eats is highlighting multicultural small businesses across Southern California. The goal was to create a brand that felt friendly, trustworthy, and rooted in community. Through bridging Obi's personal identity to his business goals, I helped define his brand voice, visual direction, and content pillars, ensuring consistency across platforms while celebrating the diverse cultures and stories behind each featured business.
Visual Identity
I created a visual identity that reflects Obi's love for food and community, using playful, hand-drawn illustrations to spotlight dishes and ingredients from diverse cultures. I introduced a refreshed color palette with vibrant yet grounded tones, intentional color pairings, and typography that feels both bold and friendly. The updated logo system and usage guidelines helped bring consistency across social content, video thumbnails, and brand partnerships while allowing room for creative expression.
Brand Guideline
I developed a brand guideline to serve as a central source of direction for Obi and his team as they grew their platform. The guide included visual standards (logo usage, color palette, typography, illustration style) along with tone of voice and content guidance. The goal was to ensure visual consistency across all touchpoints while giving the team clarity and confidence as they expanded their presence and collaborated with new partners.
Touchpoints
To extend the brand beyond digital, I designed physical touchpoints including custom stickers and t-shirt graphics. These assets carried through the visual identity, featuring illustrated food elements, bold typography, and brand colors, to create a fun, recognizable presence at restaurants and on social media. They served as both promotional tools and a way for the audience to connect more personally with the brand.
