Urban Bite

Just Eat is one of the world’s leading food delivery platforms, connecting millions of customers with restaurants and food businesses across the UK and internationally. As well as its consumer-facing platform, Just Eat developed corporate services designed to make it easier for businesses and organisations to manage food ordering for their teams. Called Urbanbite this was a significant new proposition.

Just Eat came to Nutmeg with a clear, commercially focused brief. They had developed Urbanbite, a new corporate food ordering service aimed at businesses and organisations, and needed an animation that would explain the offer quickly, clearly and compellingly, driving sign-ups from the organisations they were targeting.

This is a classic explainer animation brief, and the challenge is always the same: how do you make something that is essentially a product explanation feel engaging enough that people actually watch it to the end and act on it? Too dry and functional and you lose the audience before you’ve made the case. Too stylised and you obscure the message.

The film also needed to align with Just Eat’s existing visual identity, maintaining brand consistency while bringing something fresh enough to feel like a distinct, contemporary piece of communication in its own right.

We developed an animation style that took its cues from Just Eat’s existing design assets, the colour palette, the typography, the visual language the brand had already established, while adding something new and modern that would appeal to a corporate audience rather than a consumer one.

The animation is clean, confident and fast-moving. A voiceover guides the viewer through the Urbanbite offer with a clarity and pace that respects the audience’s time, these are busy professionals making a practical decision, not consumers browsing for inspiration. Every visual choice was made to support the message rather than to show off for its own sake.

Harry directed and Isabel produced, with design and animation by Daryl Higgins, a collaboration that brought together Nutmeg’s editorial instincts and production experience with sharp, contemporary animation craft.

A clean, effective explainer animation that communicated the Urbanbite proposition clearly and helped raise awareness of the service among corporate audiences. The film met its primary brief, explaining the offer in a quick, easy-to-understand format, while also strengthening the Just Eat brand in a corporate context.

Explainer animations are one of the most versatile tools in the corporate communicator’s toolkit. When a new product, service or process needs to be explained quickly to an audience that doesn’t have time for a lengthy document or presentation, a well-made animation can do the job in 60 to 90 seconds that might otherwise take ten minutes to read.

The key is making the explanation feel effortless, which, paradoxically, requires a significant amount of craft. Script, pacing, visual design and voiceover all have to work together seamlessly for an explainer animation to land well.

We produce corporate explainer animations for organisations across every sector, from global brands like Just Eat and Marks & Spencer to professional services firms, NHS trusts and charities. If you’re planning an explainer animation and want to talk through what’s involved, we’d love to hear about your project.

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