OMA: um aplicativo de delivery diferente

Abstract

OMA is an application created thinking about life during the COVID-19 pandemic, which arrived in Brazil in February 2020 (SANAR, 2020), and the customs that became part of our daily lives because of it. The main alternative to contain the spread of the virus, at first, was social distancing, which led the affected countries to put their citizens in lockdown - leaving home was prohibited, or allowed only for essential services, such as supermarkets, pharmacies and hospitals. Thus, all those who ate their meals in a la carte, self-service restaurants or depended on conventional delivery, now had to cook more at home, had to learn new recipes and ways to innovate with the usual ingredients. Even so, the creativity for a weekly menu, the lack of custom and the time spent in the kitchen ended up discouraging people. So, thinking about the convenience, practicality and ease of life of the user, OMA brings resources that solve all these problems: creation of instant recipes, plans with access to nutritionists and the delivery of pre-prepared foods (mise en place), thus motivating the user to have more fun in the kitchen. The main goal of this project is the development of a new visual identity for the OMA application, which clearly translates to the user the message that the platform wants to convey and that makes them understand, effortlessly, what the app is about. The research is of the exploratory type, with the purpose of promoting the author's familiarization with the investigated object. The first step was to assess user behavior in the post-pandemic scenario, in order to identify whether any of the platform's features needed to be adjusted and, joining this information to the second step, which was to better study the market for food delivery apps in Brazil, in this new reality, learn how to better position the brand before the sector and the user. Understanding new consumer habits and what they want for the future, linked to the study of the image of similar products and the importance of communicating the brand's identity to the public, were the pillars in the development of this project, which generated, as a final product, a guide of visual identity for OMA, which presents the reader with basic recommendations, technical specifications and norms to be followed in order to maintain the standard of application of the brand, without losing its essence