Food delivery shouldn’t mean pitiful pizza, bland burgers or crap kebabs. Deliveroo wanted to bring delicious restaurant quality food to everyone, everywhere. It needed a brand to disrupt its category.

This led to one core idea that inspired everything we created. That good food shouldn’t be considered a luxury or a treat. It’s something that should be easily accessible to everyone, all the time.

We developed a brand personality that differentiates the brand, giving it an attitude and personality that connects with its customers and riders.

We disrupted the category’s norms, crafting a character brand that transcends languages and borders. The ‘Roo’ is an icon built on Deliveroo’s heritage, with an attitude for their future. It helps them speak to customers in all countries and languages, where the word ‘Deliveroo’ or associations with ‘kangaroo’ didn’t resonate.

As Deliveroo continues to expand, the ‘Roo’ is a shorthand that can be understood globally. An iconic symbol for awesome food, delivered everywhere.

The extensive colour palette flexes from expressive to premium subtlety. The typography, illustration and ‘Roo’ work harmoniously. We defined tone of voice principles to communicate Deliveroo’s spirit, vibrancy and energy.

We designed apparel that instils confidence and a sense of belonging – while keeping riders safe. We tested it on the streets and listened to rider feedback. Approved by road safety organisation, Brake, the wrists, waist and shoulders feature hyper-reflective material to ensure maximum visibility at night.

The rebrand saw a huge reaction across national and design press being hailed one of ‘The logo designs that defined 2016’ by Design Week, and one of the 'Most controversial rebrands of 2016’ by Creative Review.

Testimonials:

“After the rebrand campaign we saw significant increases in brand awareness across our major markets, and we've been able to correlate this increase against similar increases in people recognising our advertising.” George Pallis - Director of Marketing at Deliveroo.

“When I saw what you guys created, I was really blown away. It truly represents us and it’s so different from what others are doing.” Will Shu, founder and CEO of Deliveroo.