In 2018, we set on the journey to build an all-in-one management software for restaurants, based out of Geneva, Switzerland. PowerAPI (formerly Foodetective) was born from our CEO, Andrea Tassistro, 8+ year experience in the restaurant industry who needed 12+ daily apps to manage his back, middle and front of house.
Entrepreneurs struggled with too many apps, tools and systems that did not speak to each other, causing management inefficiencies, 16+ hours a week spent on admin, and a lack of data driven insights. Since Andrea found no solution in the industry, he joined forces with co-founder Edouard Thimon and they decided to build it.
During these 5 years we have had vast experience knocking on doors, getting-to-know our end users, and testing products built with scalability and UX in mind. The products built and run on PowerAPI, cover businesses operational, and marketing needs and provide centralised analytics giving merchants back the control over their business.
We’ve come a long way to become one of the most Open, Modular and Intelligent Operational Softwares available globally.
It was time to refresh our brand to reflect our growing presence in multiple industries, convey our differentiation in an ever-changing world, and align our brand to our bold new product vision and go to market strategy.
Modular (adjective): Software architecture that divides the software system into smaller, manageable modules or components. Each module can be developed and ran independently as plug & play products, and then integrated with the rest of the system (all in one) or other systems (as white label) through SDK's or an Open API. Modules handle different business functions, such as finance, marketing, or inventory
Open (adjective):: Software that has an open application programming interface (API). An API is a set of protocols, tools, and routines for building software applications that can interact with other software applications. By providing access to an open API developers can access the software's functionality and integrate it with other software applications. Developers are enabled to create innovative solutions that can drive growth and success for merchants
Intelligent (adjective): Software that uses artificial intelligence (AI) and machine learning (ML) techniques to perform complex tasks and make decisions in real-time. Can process large volumes of data, learn from past experiences, and adapt to changing conditions to improve its performance over time. It is accessible to organizations of all sizes, enabling them to automate complex tasks and make better decisions in real-time
First: Just like us as users have countless apps on our phones, businesses in industries outside of F&B all had a similar challenge, too many management apps with isolated solutions. During the end of 21 - 22 when events, such as CES, were back, we noticed a pattern. We started to get interest for our solution from corporates and stakeholders from other industries, but our name and niche focus on the restaurant industry was a blocker.
Second: In 2022 PowerAPI (formerly Foodetective) was selected for two important accelerator programs, Google Cloud and SAP.IO. Throughout these program mentorships, and with the support of the advisory team, the executive team quickly realized that our solution was scalable and could be sector agnostic.
Third: After months of work, in 2022 we launched our OpenAPI, which became an important centre piece of our go to market as we launched our licensing program. It was clear by this point that we needed to rebrand to build cohesion around our offerings, events, content and design a message that illustrates a strong direction for the company while conveying to our partners how simple it is to integrate our solutions.
Power: (verb) to move something with great force
The first, our mission to empower businesses to take back control
API: (noun) is a set of protocols and tools that enables different software applications to communicate with each other.
The second, how all our products can be integrated into solutions through API’s
Our beloved but outdated slogan “We Make Restaurants’ Lives Much Easier”, just didn’t seem to cut it for the next step of the business.
Foodetective has provided businesses with access to different products in a centralized manner, making their lives easier, fulfilling the original promise.
But now PowerAPI wanted to go further than that to reach our vision:
PowerAPI will empower businesses through data and actionable insights, empower them to make better and more confident business decisions. The concept of empowerment is present throughout the company and also applies to our 3 pillars: people, product and partnerships.
People: We empower our team to build meaningful solutions
- We work with a relentlessly determined team, passionate about building a technology that helps businesses work smarter, so that they can thrive as entrepreneurs and have more of the most valuable thing on earth, time.
Product: We empower our product by continuously enhancing its value through integrations, capabilities and AI.
- Our products are in continuous evolution, as we add new features and expand to new industries. The main focus for us here is to always build with the best practices and scalability in mind.
Partnerships: We empower our partners, by providing them plug&play products with a quick go to market.
- We do not seek to replace solutions, but agnostically partner with existing ones to offer a holistic solution to local businesses. They can expand their product offering, answer customer needs and join an ecosystem.
PowerAPI users can continue to use the software as before. Tomorrow we intend to accelerate the release of new features and there will be tutorials available.
Technically, there are also no major changes for partners. They will soon have access to off-the-shelf documentation for various industries, and training will be available for their sales and marketing teams.
In case of extra doubts we have prepared a FAQ
We sat down to chat with Souraya, our graphic designer, and learn her process for designing our new brand.
That was our main goal with the rebranding and renaming of Foodetective to PowerAPI. Create a brand that truly represents our mission and values.
We wanted our branding to reflect our strong technology-focused approach and our commitment to innovation. To achieve this, we chose an angle of minimalism and simplicity, which is reflected in our new logo and overall visual identity. Our branding is meant to be modern, sleek, and clean, which represents the efficiency and effectiveness of our APIs.
Our logo was conceptualised to represent the interconnectedness and fluidity of our APIs, which seamlessly integrate with other systems.
The logo is made up of four rotating arches, symbolising the dynamic nature of our technology and the constant flow of data and information.
The logo is also meant to be easily recognizable and memorable, making it a strong representation of our brand identity. The four arches are designed to be versatile and can be used in various contexts to represent the different modules of PowerAPI that work together : Analytics, Operations, Marketing and Interfaces.
Our primary colour palette is composed mainly of shades blue, black, and white.
Blue is the most dominant colour in tech, it evokes trust, stability, and reliability,.which is important for our brand as we aim to provide our clients with the most reliable and efficient APIs possible. Black represents a neutral and sophisticated tone, reflecting the professional and innovative nature of our brand. White is used to add balance and lightness to the colour palette, as well as to represent the transparency and simplicity of our brand.
The secondary colour palette is carefully chosen to bring vibrancy and energy to our brand identity, while still maintaining a sense of balance and professionalism. These bold colours are used as accent colours to add visual interest and create focal points, drawing attention to important elements of our branding, such as call-to-action buttons or key messages.
Fuchsia, a vibrant and eye-catching colour, Orange, a warm and energetic colour, Cyan, a fresh and modern colour. These colours convey our forward-thinking approach and cutting-edge technology, reflecting our commitment to pushing boundaries and staying at the forefront of the industry.
Our typography is clean, simple, and modern, reflecting the minimalistic nature of our branding.
We chose Poppins, a sans-serif font to create a modern and sleek look, while also ensuring that our brand is easily legible and recognizable across various mediums and platforms.The typography is designed to complement our logo and overall visual identity, creating a cohesive and consistent brand image that represents our technology-focused approach and commitment to innovation.
- Poppins, the primary font for the PowerAPI brand, is modern, versatile and is easy to read. It is also a widely available Google font suitable for digital platforms. Its use establishes a professional look for the brand while also being practical for various applications.
- Baskerville MT Std was chosen as the secondary font for the PowerAPI brand for its classic and sophisticated look. It provides a contrast to the modern primary font and helps establish hierarchy of information.
With PowerAPI, we feel more determined than ever to continue empowering businesses and partners with our operational software and plug & play products to create Unified Commerce Platforms, Superapps and Intelligent Operational Systems.