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Dish App & Branding

We teamed up with Dish to craft their brand identity and an app that allows users to create and organize lists of restaurants, add tags and notes, comment on restaurants, share with friends, and more.

Starting broadly

We begin every project with discovery and ideation. In this case, Dish was a brand new company with no identity or product, so it was up to us to create an overarching identity for the company and app. Our solution was to absorb as much information as we could, research the industry, and brainstorm many different solutions to narrow down to the very best.

Starting with rough sketches allows us to explore all the possibilities

The Dish Brand

Dish is all about simplicity and quality over quantity. For the Brand Identity, we designed a simple and iconic logomark, playing off a bowl (dish) and speech bubble (for dishing out comments and reviews). This bold, simple, and friendly brand style goes hand in hand with our creative direction for the app, focusing on usability with an unassuming design that gets straight to the point.

We put a lot of thought into the ways users will interact with this app

We created many proof of concept prototypes for the navigation and methods of organizing restaurants, testing out each one to find the easiest and most intuitive method. We came up with a pretty unique but powerful way to manage multiple lists.

A few screens from the wireframes

Stretching is for gymnasts, not foodies.

We studied the reachability of different sections of the screen with multiple grips. This led to a layout and interaction system that keeps all the important elements either within reach of the user's thumb, or allows for swiping to open and close pages without adjusting grip or using a second hand.

Modern Fingerpainting ™

Simplifying everything

During the process, we settled on a simple navigation method and design style in order to make the app as usable as possible. Our pride and joy is the interaction for managing lists. The user can tap and hold a restaurant for a split second, then either drag vertically to rearrange their list, drag to a different list off to the side, or drag to the trash to delete. All with some very satisfying haptic feedback.

A few screens from the app showing different aspects of list management

We're really excited about the sharing feature

Users can share a whole list, or search by tag or keyword and share the results. Sharing actually generates a unique webpage with the user's list and custom headline. This means users can share among friends or even share with a huge following, all using the same feature. The generated page has info about Dish and provides links to learn more and download the app, bringing in even more users.

Sharing on steroids

"Working with Vincit has been a transformative experience. Their team approach made it feel as if we had our own full time staff working around the clock to get everything done at the highest possible level. It truly felt like they had ownership of the project. Additionally, they were willing to constantly challenge us, and bring fresh ideas to the table. As a result of this, I am highly confident that our final product was significantly improved by their collaborative and rigorous approach. It was never about just getting the job done, it was about getting it done right!"


React Native and Google’s Firebase was the choice of technology for development. Choosing React Native allowed for faster development and for us to target both iOS and Android at the same time. In addition, leveraging Firebase as the backend allowed Dish to be flexible and scale to meet any user demand.

Some difficulties that we encountered with React Native were achieving and maintaining smooth animations no matter how large a user’s list may be. In the end, we managed to overcome those limitations, resulting in a highly performant app.

The Dream Team

Vincit: Cameron Sagey, Vincent Banagas

Dish: Founder


GE Healthcare Embedded Systems

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