DEFINING THE DELIVEROO BRAND

Executive Creative Director, Deliveroo

Five years in existence, the Deliveroo brand was ready to grow up. In the midst of hyper growth, there was a rush to get the brand into a good place in order to support the business and achieve marketing objectives. 

One of my key responsibilities as the ECD at Deliveroo was to set a creative vision for the brand. This included developing a positioning strategy and create a differentiated brand.

LEADING THE WORK I established an in-house design function to develop our creative expression. The work needed to convey key brand values:

1. our obsession with food, the reason we exist (feel bold and full of personality)
2. our pioneering spirit, the attitude that got us this far (feel bold and full of character)
3. our playful and witty personality, showcase the Deliveroo spirit (feel invitational and accessible)

ILLUSTRATING THE JOY OF FOOD  Working with the talented illustrator Ben Pearce we created a dynamic and fresh visual style, setting the tone for the use of illustration assets from lifestyle all the way through to influencing the in-app experience.

BRAND ICONAGRAPHY We developed a modern take on food themed iconography.

BRAND PHOTOGRAPHY Our core brand photography heroed real, every day food moments and our riders, the heart of our operation.