Nymbor | Let’s Grub Brand Identity Case Study

A diverse group of friends leaning into a circle around the words Where We Come Together

The real brief

Make meeting people feel less weird.

LetsGrub brings people together in real life through food. Not endless chatting. Not another swipe. A reason to pick a place, show up, and let the meal do the rest.

Needed

LogoMascotColorTypographyGuidelines

Feeling

PlayfulWelcoming,EasyClear

Avoid

Dating-appSignalsForced romance

Center

ConnectionMeetingsFood

The tension

A social app without dating-app energy.

That one distinction changed the entire project. Hearts, genies, connection language every familiar cue had to be handled carefully.

“We want to purely push connection, meetings and food. Rest is on the users.”

Let's Grub mobile map interface shown inside a phone mockup

Logo exploration

Six answers before the right question.

Each route tested a different center of gravity: the genie, the people, the place, or the app. The final identity needed all of them to work without depending on any one of them.

V1-1 is my favorite.

The client was right about the energy and right that the genie still needed work.

The breakthrough

Keep the magic. Change the main character.

The product finally became the logo: a shared meal, a real place, and two people meeting around one experience.

The final identity

One mark. Three truths.

The spoon and fork explain food. The pin explains place. Their shared shape explains connection. Nothing decorative. Nothing pretending to be romance.

Primary Logo

Food.

Spoon and fork make the category visible before the name is read.

Place.

The pin moves the promise out of the screen and into the real world.

Connection.

Two separate utensils meet inside one shared form: different people, same table.

The Genie is more than just a character it’s the friendly face of the brand. Designed to represent magic, convenience, and reliability, the Genie connects with customers on an emotional level.

Role in Branding: Acts as the brand’s mascot, adding personality and approachability.
Usage: Can be featured in marketing materials, app screens, social media, and campaigns as a fun, engaging element.
Tone: Friendly, helpful, and magical always ready to serve.

Correct Genie usage in the Let's Grub app and a social campaign

Do’s:

Use the Genie as a supporting brand element alongside the primary logo.
Place it in marketing materials, social posts, and app screens to create engagement.
Keep colors, proportions, and style consistent with the brand palette.
Pair the Genie with friendly, playful copy that matches the brand’s tone.

Genie illustration shown with an unsuitable crop

Distorted Genie illustration demonstrating incorrect usage

Don’ts

Don’t use the Genie as a replacement for the main logo.
Don’t stretch, crop, or distort the illustration.
Don’t place it on clashing backgrounds that reduce visibility.
Don’t overuse the mascot in every asset maintain balance with the logo and other brand elements.

The actual brand typography

Luckiest Guy / Brand display