Tiggy was a fast growing food delivery startup in Canada, with millions raised. As with a lot of startups, when things move fast, there isn't enough time to properly structure the design communication – so I was asked to join mid-way and art-direct the business: clarify the positioning, streamline and simplify the visual language, and make it consistent between apps, marketing and physical. I've spent 6 months working with the team, and was able to help them structure the design process and create new brand guidelines both in physical and digital spaces. Unfortunately Tiggy didn't survive the competitive market of fast delivery, but that was a great experience for me to work with a large team and to help them move forward at a fast startup pace.

The core metaphor was one of a spring, that instantly delivers food to your door. The spring was used in a lot of different ways, from the logo to the packaging design.

The visual language was also heavily base on colors and gradients, that were specifically chosen to stand out among competition

The project culminated into very simple guidelines that helped the team move forward, even after I left the project. Unfortunately Tiggy didn't survive the extremely competitive market, but the team was able to move on to other projects and apply the knowledge they got from this one.