Enroot: Meals on Demand

Enroot was Canada's first "Fast Food 2.0" start-up (before Door Dash, UberEats, HelloFresh etc.) We reimagined fast food for the healthy modern age, offering chef-crafted, fresh, and affordable meals delivered hot (or chilled) in under 10 minutes, all with zero prep, zero cleanup, and zero compromise. At the heart of the experience was an innovative fleet of vehicles equipped with proprietary heating and cooling systems, ensuring meals arrived perfectly temperature-controlled every time. We operated the vehicles on a live network that prioritized deliveries based on vehicle delivery inventory, from cars to electric bikes. Enroot disrupted the quick-service landscape with a hybrid model of food tech, convenience, and quality and operated until its acquisition in 2018. The early company shaped the delivery landscape.

As Creative Director, I led the complete visual and strategic identity of the brand from the ground up. I developed the name, logo, tone of voice, packaging, and full-stack content system. From our user experience, mobile-first interface, in-app UX to national campaign rollouts. My work shaped Enroot’s bold, clean, future-forward aesthetic and helped position it as a category-defining startup in Canada’s food and tech industries.