Dine Fine

Project Overview:

Dinefine is a pioneering cloud-share kitchen platform that connects existing kitchens with emerging food entrepreneurs—unlocking sustainable revenue streams and elevating food services with collaboration at the core. The team approached us with a clear vision: to build a brand identity that reflects trust, quality, and innovation, while appealing to both kitchens and culinary startups.

Our goal was to translate their mission into a visual identity that could stand strong in a competitive market, spark trust instantly, and carry meaning through minimal, modern design.

Objective:

Establish Dinefine as a reliable, forward-thinking service in the food-tech space
Craft a brand identity that balances professionalism with warmth
Visually represent Dinefine’s core values: Trust, Collaboration, and Quality

Challenges:

Complex User Interface: The existing app had a complicated interface that was difficult for users to navigate.
User Engagement: The app struggled to keep users engaged due to its outdated design and lack of interactive features.
Consistency: The overall branding and design needed to be more cohesive and aligned with Zenith's innovative image.

Design Process:

Discovery & Research

Conducted competitor benchmarking in food-tech, hospitality, and logistics
Defined audience personas: kitchen partners, culinary founders, and investors

Strategy & Visual Direction

Developed moodboards blending tech clarity with hospitality warmth
Explored positioning through keywords: modular, scalable, human, efficient

Logo Exploration

Explored modular logos inspired by kitchen infrastructure, networking, and plating aesthetics
Balanced technical structure with approachable curves and rounded forms

Color & Typography

Selected a trust-building palette with earthy warmth and subtle energy
Chose modern sans-serif fonts to balance utility with friendliness

System Extension

Created icon sets, usage rules, and social media assets
Designed UI mockups for digital touchpoints, maintaining simplicity and structure

Outcome:

Dual-Audience Appeal: The brand needed to resonate with both B2B kitchen operators and B2C-facing culinary founders—without leaning too heavily in either direction.
Translating Infrastructure into Emotion: Visualizing an operational service like kitchen-sharing in a way that felt innovative, human, and trustworthy.
Avoiding Food Industry Clichés: Building something distinct from typical restaurant or meal-branding tropes—leaning instead on systems, flexibility, and growth cues.

Key Achievements:

Stronger Brand Recognition: Enabled Dinefine to confidently pitch to stakeholders and partners
Future-Ready Identity System: Versatile logo and brand kit for both product and marketing use
Client Satisfaction: The Dinefine team was thrilled with the outcome and appreciated the narrative depth and execution of the brand system