Epicater

Bringing healthy meals to your door

Epicater is a subscription mealbox service that leverages local chefs, caterers, and restaurants to deliver healthy, consistent meals to homes and offices across Southern Ontario. The challenge was communicating a complex offering — customisable, diet-inclusive, affordable — in a way that felt warm, trustworthy, and immediately appetising.

My work covered the full visual output: illustrated explainers, marketing flyers, digital ads, and brand collateral — all built around Epicater's signature orange and the idea that great food should be simple.

Many options, one clear message

Epicater's service was genuinely flexible — gluten free, halal, nut free, dairy free, vegetarian, and more — but that breadth risked making the offering feel complicated or clinical. The design needed to communicate choice without overwhelming, and make $12.50 feel like an obvious decision rather than a compromise.

Reaching both office buyers and home subscribers meant the collateral had to work across contexts: a flyer pinned to a corkboard, a digital ad in a feed, and an illustrated explainer on the homepage.

Illustration-first storytelling

The isometric food illustrations became the visual centrepiece of the brand — more approachable than photography alone, and flexible enough to show customisation at a glance. Each illustration was built to communicate a specific idea: the exploded bowl to explain the build-your-own model, the meal grid to show variety, the delivery scene to emphasise convenience.

• Developed isometric illustration system for meals, containers and UI icons
• Created dietary filter icons across five categories
• Produced marketing flyers for home and office audiences
• Designed digital ad variants for social and email channels

A brand that looks as good as it tastes

The illustration and collateral system gave Epicater a consistent, recognisable visual identity across print and digital — warm enough to feel personal, polished enough to build trust with office buyers. The exploded bowl diagram became a signature asset used across the website, onboarding, and social.

• Full illustration suite: meals, containers, dietary icons, delivery scene
• Marketing collateral for home and enterprise audiences
• Print-ready and digital-optimised formats delivered
• Brand applied across web, email, and out-of-home channels