Backseat: Visual Identity for an Everyday Italian Comfort Brand
Backseat is a delivery first food brand focused on bringing comforting Italian meals to solo diners. The project aimed to create a visual identity that felt familiar, kind, and dependable something that could feel like part of your routine without being loud or over designed. The brand needed to communicate warmth and quality, while remaining simple enough to live across everyday touchpoints like takeout packaging, mobile screens, and delivery vehicles.
The visual system was built to reflect that balance clean but not cold, playful but not childish. The goal was to create a brand that feels like a natural part of someone’s daily life, something you return to without thinking twice. Every detail, from layout to tone of voice, was designed to be subtle yet confident.
Daniel Miranda
2025
Services
Visual Identity
Logo Design
Landing Page Design
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My role covered the full identity development, from early brand strategy to final rollout across print and digital. I worked to ensure the design could adapt smoothly, whether on a phone screen or a box in someone’s hands. The process included exploration around structure, clarity, and tone, making sure each decision supported the brand’s core feeling of ease and reliability.
Through testing, iteration, and refinement, I built a system that feels grounded and human. The final identity supports Backseat’s mission: to make solo dining feel thoughtful, enjoyable, and never like an afterthought.
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