About the Company and FoodTrack

Bay Technologies is a Hong Kong–based AI startup backed by HKSTP, PolyVentures and AWS, led by alumni from Uber, Tencent, Cambridge and HKUST, alongside serial entrepreneurs.

Our flagship product, FoodTrack, is an Red Dot Winner AI-powered wellness platform that helps people eat healthier through food logging, body tracking, personalized recommendations and habit nudges. By blending Traditional Chinese wellness principles with evidence-based Western nutrition, FoodTrack turns tongue, face and meal snapshots into instant wellness insights and macro/micronutrient estimates, translated into daily, actionable lifestyle guidance. The platform is designed to connect with smart devices, creating a more holistic wellness ecosystem that helps users better understand the relationship between food, body signals and daily habits. Following our recent funding round, we are scaling with partners to support measurable wellness engagement and healthier everyday choices.

The Branding Challenge

FoodTrack already has existing brand equity from awards, press releases, partnerships, and product development. However, the product has evolved beyond the original meaning of “food tracking.”

We need to answer a strategic question:

How do we keep the legacy and recognition of FoodTrack, while creating a brand positioning that supports our broader platform strategy?

We need a clearer brand architecture across app, hardware-connected experience, membership, and commerce
The current name and messaging are strong enough for the upgraded direction
The brand can feel more premium, credible, modern, and scalable

Scope of Work

This is a project-based contract job. We are looking for support on:

1. Brand Strategy & Positioning

Define FoodTrack’s updated brand positioning
Clarify target audience and emotional/functional value propositions
Simplify the storytelling around core differentiation
Help us articulate what FoodTrack should stand for in the next stage

2. Brand Architecture

Recommend a clear architecture for product, membership, platform, and B2B communication
Help balance existing brand equity with future growth potential

3. Messaging & Narrative

Develop the core brand story
Create key messaging pillars
Suggest tagline / slogan directions
Define tone of voice
Help simplify how we explain the platform strategy to consumers, partners, and investors

4. Visual & Creative Direction

Provide high-level visual direction / moodboard
Define the desired brand feel: premium, trustworthy, intelligent, warm, modern, holistic
Suggest website and app communication direction
Guide how the brand should avoid looking like a generic calorie-counting app or generic wearable dashboard

5. Practical Brand Applications

You can work with our designer on potential outputs may include:

Brand strategy document
Brand architecture recommendation
Messaging framework
Tagline / slogan options
Website headline and section messaging
B2B partnership pitch messaging
App store / landing page positioning
Social media content direction
Creative direction for designer / website / product team

Ideal Consultant Profile

We are looking for someone who has experience in some of the following areas:

Brand strategy and brand repositioning
Consumer health, wellness, fitness, beauty, nutrition, lifestyle, or wearable brands
Brand architecture for growing product ecosystems
Premium consumer brand positioning
Startup or scale-up branding
Asian / Hong Kong market understanding is a plus
Ability to translate complex product strategy into simple, compelling brand narratives

This role is more strategic than purely visual. We are not only looking for a logo designer. We need someone who can help us think through positioning, naming logic, messaging, and brand structure.

What Success Looks Like

By the end of the project, we should have:

A clearer answer on how to evolve the brand of FoodTrack for our upgraded direction
A recommended brand architecture for our ongoing product strategy
A stronger and simpler story explaining what FoodTrack is becoming
Messaging that works for consumers, B2B partners, and investors
A brand direction that feels credible, premium, differentiated, and scalable
Clear guidance that our internal team, designer, and website/product team can execute on

How to Apply

Please send the following to [via CTgoodjobs Apply Now]:

A short introduction
Relevant portfolio or case studies
Examples of brand strategy / repositioning / brand architecture work
Your proposed approach for this type of project
Estimated timeline and fee structure
Earliest availability

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