Plum Food Delivery App Launches Brand Identity by A Work of Substance

A Work of Substance developed the branding and visual identity for Plum, a food delivery app that functions as a lifestyle curator. The project was unveiled on February 18, 2021. The agency's concept likens the service to harvesting only the ripest and most succulent fruit, representing a curated selection process. Judy Chen and Crystal Ho were the individuals who presented this identity project. Plum's offering focuses on providing a refined collection of food products chosen for their quality, affordability, and distinctiveness. The service promises expert-tasted items, insider pricing, and customization aligned with individual user preferences. The core brand idea positions the visual identity as an expression that simplifies consumer decision-making.