Creating a visual identity for a rising star in the Indian food vlogging community.

Foodaholic Deepak (previously Foodaholic Malluboy) is a food critic, blogger and influencer based in India. After growing to more than 150K followers, he decided to drop a part of the name and insert his own first name into the page. This was a defining moment for him, a chance to redefine his identity. That's when he reached out to me for help in creating a consistent visual identity to use across all his platforms.

Together, we explored various possibilities and brainstormed different solutions. After much iteration, we settled on a typographic approach that could easily be adapted to different formats.

Foodaholic Deepak's identity stems from the quirkiness and humor of his persona. The wonky terminals in the typography add personality and bring out his unique style. To further enhance the sense of quirkiness, we decided to incorporate emojis into his identity.

The colors chosen for our identity draw inspiration from various food categories that are often showcased in our videos. By incorporating a bold and expressive style that combines vibrant colors, emojis, and stacked words, the identity becomes iconic.

The versatility of Norsy Variable font allows us to effortlessly create these visually striking stacked texts. Take a look at the new branding featuring an exciting Foodaholic Deepak reel below.

Deepak has a set of recurring catchphrases that he consistently uses in almost all his videos. Most are Malayalam exclamations about the food. He decided to create merchandise featuring these expressions, collaborating with a manufacturer.