David Chang, Momofuku founder, was sick of sub-par takeout, so he set about creating ‘Maples’ to deliver restaurant-quality food to your home or office. Since its 28 April launch, it has been in the testing phase of development. The complication comes from the fact that unlike other apps and food delivery services, Maples controls the entire process—from order to delivery. So David and his team have had to create food that can withstand the Manhattan bike commute and still arrive in one piece. The brand identity is an important touch point as the carry bags will be visible across the city. This will be one to watch.

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