Boldly Fresh

Uber Eats

Brief

Uber Eats needed to grow grocery adoption and rebuild trust in the freshness of shopper-selected items. The challenge was to make grocery feel as craveable and premium as restaurant food. Boldly Fresh answered this with hyper-sensory macro photography and produce-driven color, creating a visual world that brought customers close to the quality and care behind every order.

Role

My role was to develope the creative direction and design system—defining the bold, tactile aesthetic across photography, AI-generated imagery, and cross-channel communications. I developed the overarching visual language and translated it into a global, scalable Figma toolkit that guided CRM, promotional, membership, and Fresh Guarantee work across markets.

Results

The campaign established an appetite-driving identity that repositioned Uber Eats grocery as fresh, premium, and trustworthy. Boldly Fresh became a cohesive, globally adaptable visual language powering CRM, Fresh Mondays, Uber One, and quality guarantee messaging.

Fresh Mondays

Fresh Mondays served as the campaign’s weekly promotional driver, offering a significant discount on fresh groceries. A flexible visual system with a modular “Fresh [Day]” lockup was designed, allowing each region to choose its own day and translate the promotion while maintaining a consistent Boldly Fresh look. This became a simple, high-impact way to boost trial and reinforce the quality story behind Uber Eats grocery.

Fresh Mondays - Uber One

For Uber One members, Fresh Mondays was adapted into a premium, membership-specific expression. The design blended the Boldly Fresh macro aesthetic with a refined palette drawn from the Uber One visual system, creating a look that felt elevated while still rooted in the broader campaign. This member-focused variation reinforced exclusivity and aligned with the Uber One brand experience.

Fresh Guarantee

The Fresh Guarantee extension introduced a clearer, trust-driven look that highlighted Uber Eats’ promise on fresh items while staying rooted in the Boldly Fresh world. A tightened visual structure, more declarative tone, and refined palette created distinction for the guarantee message—allowing it to stand out with confidence while still feeling seamlessly connected to the campaign.

AI

AI was used to expand the library of SKU-specific items, enabling the campaign to address regional variations and meet local needs. This approach broadened the visual coverage of items while providing the control needed to ensure top quality output was reached. Ensuring every market could create high-quality, relevant content at scale all while maintaining the micro look of the campaign.

Photoshoot

A five-day, multi-location photoshoot captured over 200 fresh grocery shots, bringing the Boldly Fresh vision to life and greatly supporting the campaign at every touchpoint. The shoot focused on tactile, larger-than-life imagery, combining in-store and in-studio setups to create authentic, craveable visuals that formed the foundation of the campaign’s macro aesthetic and reenforcing attention-to-detail shoppers.

Creative oversight Nina Golik
Sr Designer/Sr AD Geneya Bajza-Terlouw
Sr AD Paige Murphy
Writer Tom Kropp
Photographer Graydon Harriett
Production house MJ86