Edible is the allergy-mindful menu app helping to make eating out a safer, more inclusive experience for people with food sensitivities. With a gutsy voice, mouthy mascot, and doughy typography, the brand identity is designed to live up to the startup’s mission — to make the world more Edible.

With 28 food allergies, Edible’s founder, Alex De Sousa, knows how hard it is for food-sensitive customers to find safe options on a menu.

Edible is the menu builder and filter app that takes the guesswork out of sharing allergen and dietary information, making eating out a safer, more inclusive experience.

To rally the community around the food allergen fight, Edible needed an identity that resonates with both restaurants and their food-sensitive customers.

We provided a platform for people with food allergies, intolerances and dietary needs, to share their experiences and frustrations — ensuring the brand’s identity makes them feel heard and understood.

Teaming up with illustrator Ant Gardner, we created a mouthy mascot called Nom, who personifies the brand’s promise to speak up for policy change in allergen labelling. There’s a foot-tapping, soda-swigging, fork-wielding Nom for every brand attitude.

To help educate people about the allergens flagged by the app’s menu filter, we created a series of illustrated stickers to bid these troublesome ingredients farewell — adding a touch of sassy humour.

The photography features people enthusiastically tucking into food. A mouthful of noodles or a pizza slice in greasy hands signals that, with Edible, customers can eat out with confidence.

Every element of the identity reflects a more Edible world — all backed by a strategic “menufesto”.

Edible’s brand identity has helped propel this small, unknown startup into the spotlight, with recent features on STV and BBC Radio Scotland. Alex credits this to the identity: “Starting out, we had zero presence or credibility — something that’s hard to earn but essential for growth. The brand identity has given us just that. It’s why our community and food businesses are taking us seriously. We now have the language and confidence to lead the conversation on food allergen labelling”.

Kirsten Murray, Creative Director, Designer and Copywriter
Ant Gardner, Illustrator