BiteSight · 2025 · Brand Identity
BiteSight: A Brand Built to Move
The problem
A video-based food delivery app for Gen Z in New York, heading into Y Combinator with no identity yet. And the toughest audience in branding: Gen Z can spot a try-hard brand from across the room.
The solution
The full kit, fast: logo, tagline, business cards, t-shirts, App Store screens, and ongoing design direction. BiteSight climbed to the #2 food delivery app in the world, and the founders made Forbes 30 Under 30.
Overview:
Bitesight
BiteSight is a food delivery app built for Gen Z in New York, and built around video: see the food before you order it. Full disclosure: the founder is my son, which made the kickoff the easiest of my career. The brief was anything but. Designing for Gen Z means designing for the one audience that can spot a brand trying too hard in half a second.
So we built the full kit with confidence and zero costume: the bold B mark, the tagline (Eat With Your Eyes), business cards, t-shirts, App Store screens, and design direction as the product grew into Y Combinator’s W24 batch. A brand for a company that moves this fast has one job: stay recognizable at every size, from an app icon to a t-shirt across the room.
The loudest piece was made for New York: a street poster in full Gen Z voice, with a QR code that drops you straight into the app. Nobody walks past it.
And the street campaign went straight at the incumbents: a small mountain of stickers and handouts loaded with competitive offers, $20 in free food, better deals than the big apps, and cheeky domains like BetterDoorDash.com pointed right at their customers. Gen Z respects audacity.
And move fast they did. BiteSight climbed to the #2 food delivery app in the world, and in 2025 the founders landed on the Forbes 30 Under 30 list for food and drink. The brand got to go along for the ride.