YU Eats Campus Dining Brand Identity

The Challenge

York University—Canada's third-largest university with 55,000+ students—issued an RFP for a complete campus food services overhaul. Chartwells Canada needed a compelling brand identity to anchor their pitch and differentiate from competitors.

The core tension: How do you create a brand that feels relevant to 18-24 year olds without relying on aesthetic trends that will feel stale in 12 months?

York's student body is one of the most diverse in Canada—over 10,000 international students from 178 countries. The brand needed to feel inclusive and representative, not designed for a narrow demographic.

Strategic Approach: Designed for Longevity

Three design principles guided every decision:

1. Fun, not silly
Playful typography and bold colors that feel energetic without being cartoonish.

2. Youthful, not young
A visual language that respects students as adults, not teenagers.

3. Timeless energy
Strong graphic foundations that can evolve without complete redesign.

Rather than chasing Gen Z trends, I anchored the brand in York's existing equity—the bold red (#E31837), the strong geometric "Y" and "U" letterforms—while bringing fresh energy to campus dining.

Mobile Ordering Experience

The mobile app design prioritizes speed and ease of use—critical for students ordering between classes. The interface maintains the bold red and clean typography while adding functional UI elements that reduce friction in the ordering process.

Key features designed:

• • Mobile ordering with real-time tracking
• • Customizable dietary preferences
• • Scheduled pickup between classes
• • Seamless payment integration
• • Location-based menu browsing

Environmental Design & Wayfinding

The brand pattern translates powerfully to large-scale environmental graphics. Wall murals at dining locations create Instagram-worthy moments while reinforcing brand presence across campus. The repeating pattern works at any scale—from napkins to building-sized installations.

I designed comprehensive wayfinding systems including mobile pickup signage, location identifiers, and promotional messaging that aligns with York's values—including sustainability initiatives like the "Proudly Fighting Food Waste" campaign.

Creating a Multi-Brand Ecosystem: 416 Burger Co.

York's RFP specifically requested unique, differentiated food brands that would compete with off-campus options. Beyond the master YU Eats identity, I created 416 Burger Co.—a playful sub-brand referencing Toronto's area code for immediate local relevance.

The 416 identity takes a more irreverent tone with puns like "Keep on Grillin' Baby" and "Oh How Bun-derful" that speak to Gen Z's appreciation for self-aware humor. Bold color blocks and retro-inspired typography create a distinct personality while maintaining cohesion with the YU Eats system.

This demonstrates my ability to create differentiated sub-brands within a cohesive master system—each with its own personality but unified by strategic design principles.

Complete Project Ownership: Photography Direction

Beyond design, I directed the food photography photoshoot to ensure all visual assets aligned with the brand vision. This involved art direction, styling guidance, and shot selection to capture appetite appeal while maintaining the energetic, modern feel of the YU Eats brand.

This project showcases end-to-end creative leadership: from strategic brand development through execution and photography direction.

Results & Business Impact

The brand identity played a key role in differentiating Chartwells' proposal from competitors. York University selected Chartwells as their food services partner, and the YU Eats brand launched across campus in Fall 2022.

This project demonstrates:

• • Strategic brand thinking that wins competitive business
• • Design leadership from concept through photography direction
• • Multi-brand systems that scale across digital and physical touchpoints
• • Work with proven longevity and market staying power
• • Ability to balance trend-awareness with timeless foundations