How Just Eat Created a Global Brand From a Boring Utility
Most brands start as a service. The clever ones become something people enjoy interacting with. Just Eat transformed from a basic food-ordering utility into a global lifestyle brand — proof that the right mix of tone, design and partnerships can change how we feel about a simple transaction.
At First Touch Marketing, we think Just Eat’s evolution is one of the best examples of emotional branding in modern advertising.
Owning the Category
Just Eat didn’t just compete in the takeaway market — it became the market. Its bold orange, upbeat language and repetitive “Did Somebody Say…” jingle made it instantly recognisable. The repetition built familiarity, while the humour made it likeable.
That combination — sound, colour and tone — created what branding experts call distinctive brand assets. You don’t need to see the logo to know the brand.
For a similar case of lifestyle positioning, take a look at How Monzo Made Banking Feel Like a Lifestyle Brand.
Campaigns With Character
In 2020, Just Eat launched its global “Did Somebody Say” campaign featuring Snoop Dogg, turning an ordinary service into pop culture. The track became part of everyday conversation — a rare thing for a food-delivery company.
A year later, Katy Perry carried the same creative platform worldwide, keeping the tone playful and memorable. Both campaigns made ordering takeaway feel like a celebration, not a convenience.
These partnerships worked because they fitted the brand’s personality — light-hearted, rhythmic, and self-aware. For small businesses, the same rule applies: choose collaborators who represent your tone, not just your reach.
If you’re exploring how personality drives connection, read The Genius of Jeremy Clarkson’s Personal Brand.
The Rebrand Timeline
Just Eat’s visual evolution shows how design can signal scale and confidence.
2016: Brand refresh introduced brighter, more varied colours and the idea of building “the world’s greatest food community.”
2020: Following its merger with Takeaway.com, Just Eat unveiled a new orange-dominant identity and house-shaped logo — a unified look across 20 + markets.
The move from red to orange made the brand warmer and more modern, while aligning with Takeaway.com’s visuals. According to Just Eat Takeaway’s 2020 press release, the goal was a single, recognisable global identity with consistent design and digital assets.
For more on the impact of strong design systems, check out The Truth About Canva vs Adobe.
Design and Emotion
Every part of Just Eat’s branding — from its orange palette to its rounded typography — creates approachability. It’s not just about standing out; it’s about feeling familiar.
Good design communicates before you read a word. When used consistently, it builds memory and emotion. That’s what keeps people choosing one orange app over dozens of others.
For a visual case study in structure and simplicity, see Understanding the Difference Between Advertising, Branding, Content and Strategy.
What Brand Managers Can Learn
Build assets that repeat. Repetition makes recognition effortless.
Choose authentic voices. Partnerships work when tone matches personality.
Update design with purpose. Rebrands should reflect evolution, not trend.
Blend entertainment and clarity. The best campaigns feel simple, but deliberate.
Stay consistent. Familiarity builds trust faster than novelty.
From Utility to Identity
Just Eat proved that even the most functional product can feel human. Its success came from the same core principles we use with our clients: tone, consistency and emotion.
If your brand is ready to turn functionality into connection, reach out to us at jacklomax@firsttouchmarketing.co.uk.
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First Touch Marketing
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