Laura Clink’s simple and approachable identity for Orderswift puts the ‘order’ in ‘online ordering’

Since its inception, Orderswift has been a leader in providing high-quality digital ordering software for hospitality operators. Their core products include online ordering and services like ‘click & collect,’ delivery, and pay-at-the-table options. However, the rise of mobile ordering, other digital innovations in the hospitality industry and the emergence of new competitors have led Orderswift to reassess its positioning and brand strategy. Building upon strategy consultant James Sandrini’s positioning – one that prioritises Orderswift’s fuss-free user experience and people-centred approach – brand designer Laura Clink crafted a look and accompanying website that, much like the business, is “refreshingly simple” and approachable. As Clink says, the identity “intends to feel like a true celebration of the hospitality industry and the people involved,” she explains. “Orderswift are a small, family-run business who have close, long-standing relationships with their clients, so being people-first aligned with their ethos and was a key notion that came out of the strategy to inspire the visual approach,” Clink adds. To hold its own against Orderswift’s competitors, often tech-first and overcomplicated in their approaches, the new look is notably personable – “All the elements of the brand are intended to feel warm and human.”