client
[ IFOOD ]
ROLE
[ Visual Designer & Illustrator ]
CONCEPT AND WRITING
[ Gian Cornachini and Amanda Ferreira ]
THE CONCEPT
The idea of a cupid holding iFood elements for the Valentine's Day campaign represents the union between love and modern convenience. The cupid, a classic symbol of romance, is redefined here as an agent of contemporary love — one who, instead of arrows, connects hearts through favorite foods, shared experiences, and moments of affection mediated by delivery.
This fusion reinforces the message that iFood goes beyond meal delivery: it delivers care, affection, and connection, exactly as the cupid did in his original role. On Valentine's Day, he doesn't shoot arrows — he delivers that special dinner, the favorite dessert, or the meal that becomes an excuse to be together. Love, in this narrative, comes quickly, warm, and personalized.
THE DELIVERY
The concept of iFood's Cupid was entirely handcrafted, ensuring visual authenticity and a unique identity for the campaign. Every stroke was designed to convey iFood's affectionate, fun, and contemporary tone, while remaining true to the classic symbolism of love.
THE OUTCOME
Starting from this original illustration, the entire structure of the site was shaped — the visual, the navigation, and the interactive elements were born from this visual universe. The cupid was not just a character, but the narrative starting point that guided each creative decision.
More than a beautiful layout, the project resulted in a 360º communication, where aesthetics, content, and user experience worked in harmony — from social media to the digital environment, from motion to banners. Everything spoke the same language: that of love served by iFood.
