A new brand for a restaurant platform: food, people and technology in one simple symbol, carried from the logo to the help center.

Context

Tabit is a mobile-first hospitality platform for restaurants: point of sale, online ordering, kiosks, loyalty and more. As the product grew, the brand had not kept up, and each product spoke in a slightly different voice.

I led the redesign of the brand as a whole: strategy, identity, the corporate site and the help center, so every touchpoint speaks the same language.

Decisions

The brand had to feel as warm as a restaurant and as sure as software. So the symbol keeps one idea, a plate and a fork, reduced to simple shapes.

Three values drive every choice: trustworthy, tech-believers, adaptive. A deep green and a bright mint carry the system, with a wider palette that each product can borrow from.

Design

Fifteen product icons share one construction, so the family grows without losing its shape. The corporate site and help center put the same system to work.

Applications

The identity lives well beyond the screen: uniforms, offices, merch and social posts, all from the same shapes and tone.

Takeaways

One recognisable brand, from the logo to the help center and the apron on a server. Teams now build new products and campaigns from the same kit.

A brand for a platform has to be a kit, not a logo. What made it last was a few strict shapes and rules that anyone on the team can apply.