Tech startup, Venn, was launching an app designed to make it easier for friends to meet up – without the hassles of complex searching, back-and-forth conversations and endless negotiations. Interbrand was approached to build an entirely new brand for them – from brand insight and proposition, to creating a name, TOV, brandmark and complete visual identity, as they prepared to go to market.

Based on the key insight that planning get-togethers is a hassle that creates friction and produces decision paralysis when there are too many options, we began to develop our brand. After brainstorming hundreds of potential names, ranging from simple and straightforward to more app-speak (and some completely out-of-the-box), the team collectively landed on Meetloaf. This name inspired a cast of characters that playfully bring the brand to life, including Marty Meetloaf, Tommy Ketchup, Timmy Timer and Mandy Mixing-Bowl. They all help users simplify the process of getting together with just a few swipes. The Interbrand team developed a video, complete with animated characters and original music – to help introduce the app to consumers.

The look, tone and feel of the app is completely different than anything else in the category. It’s quirky, fun and most importantly straight to the point. The work that Interbrand completed brought the application to life in a way that got the startup founders off the ground to begin obtaining capital. The app has successfully launched in the Apple App Store and is saving friendships on a daily basis.