INDUSTRY:
FOODTECH
COMPANY:
YANDEX
YEAR:
2020
EXPERIENCE:
COMMUNICATION DESIGN
Yandex
about.
Yandex Chef is a meal kit delivery service that helps users plan their weekly menu and cook delicious meals at home.
As part of the marketing design team, I worked on shaping a visual identity that could seamlessly live both online and offline, from product packaging to app interface.
Together, we moved beyond a traditional logo and developed a flexible graphic system that adapts easily across formats. The result is a visual language that’s clear, engaging, and instantly tells the story of how the service works.
challenge.
While exploring a universal visual form that could represent the service, our team landed on the wave shape. It felt simple and friendly — a perfect metaphor for mixing ingredients and building meals like a puzzle. We also liked that it subtly echoed the letter “Ш” from the brand name.
We chose yellow and red as Yandex.Chef’s primary colors — a bold, appetizing combo that not only shows up in many of the meals but is also known to stimulate appetite.
result.
The new visual system proved to be flexible, distinctive, and production-friendly. The wave motif adapted seamlessly across various formats — from delivery boxes and mobile icons to vehicles — creating a cohesive and memorable brand presence.
The bold red-and-yellow color palette enhanced brand recognition while allowing flexibility in application. Even in monochrome, the visual identity remained strong and recognizable, making it cost-effective for packaging while still visually appealing in customers’ homes.
The refined photography approach kept the spotlight on the food, with brand elements subtly integrated through wave framing and color accents. As a result, the brand identity became more consistent, user-friendly, and visually engaging — both online and offline.
Daria consistently brought fresh ideas, deep design expertise, and a strong understanding of how to align visuals with business goals.
Mihail Peregudov
Ex-founder and CEO Yandex Chef
