Bidfood.

In my role as Design Director, as part of the DartDesign team and in collaboration with the agency Noise, I developed the concept for Bidfood, a global fresh food provider and part of Bidcorp.

Scope

Visual Identity

Project

Bidfood

Duration

1 year

Credit

Concept, Art Direction

Challenge & Strategy

Unapologetically fresh. Your best friend in food solutions.

Bidfood is evolving from a transactional digital retailer into an indispensable culinary partner for Horeca professionals. Anchored by a highly structured design system, the new visual identity reflects a high standard of expertise, bridging the gap between enterprise distribution and intimate, chef-level collaboration.

The primary challenge was a fragmented multi-channel landscape. Disconnected touch points had become chaotic, diluting the brand and obscuring its strategic positioning. To resolve this fragmentation, the brand needed a clear overarching principle and a scalable design system. The strategic objective was to create a robust visual infrastructure that could unify disparate channels under one creative direction while bringing greater friendliness and human warmth to the digital experience.

My role: developing strategic boards and participating in strategic session; synthesising insights from the client workshop; ideation and client presentations; developing creative directions; refining the final concept; and hands-on development of the brand manual and assets, in collaboration with the Head of Design and the creative team.

Concept & Identity System

Making the oval the signature of Bidfood.

Based on the client feedback, the direction that best responded to the strategic goals was chosen. The oval became a versatile visual device: a magic rabbit hole, a culinary plate, an organic food shape, and even a playful, curvy smile. It reflects the idea of Bidfood as a digital provider with a strong human approach, putting its highly motivated specialists at the heart of the brand.

The oval shape in combination with bold typography was introduced as a core culinary motif engineered to serve as a foundational, scalable layout structure. Rather than acting as a mere graphic ornament, this organic silhouette functions as a high-utility framing device — establishing an adaptive grid that organizes content, accommodates variable dimensions, and injects a distinct visual rhythm across the entire brand system.

Output

As a result, the Bidfood concept was applied across multiple channels, from digital to print.

The corporate transformation was met with unanimous approval from key stakeholders and has now moved into its global implementation phase. The visual infrastructure was also successfully extended to anchor Bidfood’s Annual Sustainability Report, proving the system's capacity to scale across enterprise touchpoints and translate complex data into a cohesive editorial narrative.