Foodpanda Reboots its Brand

    The rebranding effort start to roll out across Asia in April.

    By Harold Henry - Apr 6, 2021
    Foodpanda Reboots its Brand

    Asian food and grocery delivery platform, foodpanda, has unveiled a brand refresh across all its visual designs as well as a new interface for its mobile and web applications. The reboot will be rolling out progressively in more than 400 cities across 12 markets beginning this month.

    “foodpanda’s refreshed identity reconsiders all customer touchpoints with the brand, connecting the technology behind our app and website with our millions of users’ everyday experiences, from our iconic rider bags and jackets to packaging, marketing campaigns and the app itself,” said Idan Haim, vice president of Growth and Marketing, foodpanda.

    “This will build a solid foundation for our new business ventures, with a revitalized look and feel.”

    The aim of foodpanda’s reworked color palette, as well as the increased prominence of its signature panda logo, is to cater to an expanding number of new business services.

    The goal of the new home screen on the app is to allow users to more easily choose the service they need – food delivery, self pick-up, shops or pandamart – while making it easier to explore restaurants and promotions available in their location.

    The same visual approach applies to foodpanda’s marketing initiatives both online and offline. The platform has retained it’s pink color, yet expanded the palette to include more complementary colors.

    “Pink is king. We keep the fun pink that is instantly recognisable to millions of people across Asia. At the same time, we highlight different aspects of our brand personality, to show that foodpanda is also friendly, caring, smart, and that little bit rebellious – not afraid to change the status quo or take risks,” said Reinald Chee, head of Creative at foodpanda.

    “Our aim has been to create a design language that’s as seamless as our transaction process. At the end of the day, brand identity is all about making a more enjoyable experience for everyone.”

    The brand’s smiling panda mascot remains prominent but now exists in additional designs.

    “We analyzed every touchpoint with our service, from the app to the rider box. Using thorough insights about the user journey, we envisioned a design direction that could bridge the gap between our tech and the real-life experience of millions of customers,” added Chee.

    The refresh has started in Singapore, Bangladesh and Cambodia, and will be launching in Hong Kong, Japan, Laos, Malaysia, Myanmar, Pakistan, the Philippines, Taiwan and Thailand in the coming weeks.



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