The Brand Identity

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Deliveroo by DesignStudio

Food delivery no longer means pitiful pizza, bland burgers or crap kebabs. Deliveroo has changed the game for good, delivering awesome food to the homes of millions of people around the world.

Following a year of rapid growth and global expansion – Deliveroo needed a brand that amplified its attitude, and reflected its ambitions. We’ve spent the last year working hand-in-hand with Deliveroo as their creative partners; sharing teams, studios and – of course – plenty of delicious food along the way as we sought to get to the heart of their business.

Following a series of workshops and sessions with key stakeholders across every aspect of the business, we built a strategic platform to inspire the new identity – the Roo. As Deliveroo continues to expand into more countries, we needed to develop a symbol that could be recognised globally. An iconic shorthand for awesome food, delivered everywhere. A mark of quality that you can always trust, whatever you order.

As part of the new brand we developed an extensive colour palette – from warm to fresh, and rich to neutral, it flexes from incredibly expressive to premium subtlety. The typography, illustration and the Roo mark all work harmoniously together, creating a distinctive graphic language. We defined tone of voice principles for Deliveroo to communicate its spirit, vibrancy and energy.

Text: DesignStudio

Collins

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