Midnite Meals

The brief

Midnite Meals is a cloud kitchen for late-night cravings, promising gourmet burgers delivered hot in 30 minutes. The brand book positions it as an energetic, playful Explorer with a simple promise, “Flavor that never sleeps”, and builds the story, purpose and values around speed, comfort and quality after hours.

One shared “M” links Midnite and Meals, and the “e” in Midnite is drawn as a stacked burger. A looping line taken from the logo becomes a pattern for packaging. A bright orange-red, near-black and warm linen make up the palette, set in iBrand with Poppins for text. Applications include burger boxes, fries sleeves, paper bags, cups, a delivery backpack, printed and digital menus, a storefront sign and staff uniforms.

• Brand strategy
• Logo
• Brand guidelines
• Packaging
• Menu design
• Signage
• Merchandise