Just Eat reveals colourful rebrand
Food delivery app Just Eat has unveiled a new visual identity and brand campaign, a week after rival Deliveroo underwent a rebrand.
Online food delivery service Just Eat has rebranded, with the aim of adding “discovery” and “excitement” to the company.
The relaunch includes a new logo, app and marketing campaign, an updated website, and a new Chatbot function that can be used with Facebook Messenger.
New spectrum of colours
The new visual identity aims to add a “burst of colour” to the brand, says Michael Zur-Szpiro, co-founder at venturethree.
It sees the old version of the logo italicised, and the clicking cursor icon has been removed from the centre of the “A” in “Eat”.
The red colour is retained, but used for the logotype itself, rather than the background.
A spectrum of colours has also been added underneath the logo, which will be used across delivery bikes, the website and the app. Delivery scooters will also carry lit-up delivery boxes.
Chatbot interacts with customers
The new Chatbot aims to “bring food discovery to life by engaging with customers to coach and inspire their food choices”, says Venturethree.
The feature will offer customers a selection of different restaurants they haven’t previously ordered from, or help them order their regular choice.
An advertising campaign created by studio Karmarama accompanies the rebrand.
The new branding is being applied to online platforms, packaging, marketing material and to delivery staff apparel.
The new brand will be rolled out globally over the next 12 months.
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Has google taken over Just Eat
Looks like Playstore’s logo reversed left to right.
More seriously, I question the value of this branding along with Deliveroo and any other players in that market.
Maybe I am out of touch but I wonder what the relevance of this branding conveys and what difference it will make to my perception of this market area?
What would make me choose one company over another to deliver my takeaway food. I really would like to see a debate on this subject.
What I do know, is that I am not the target market. Never once having picked up the phone to have food delivered as I would rather get the exercise and walk to my nearest takeaway. It’s not a mark of quality either, as the food can only be sourced from local restaurants within a certain radius of where you live and if the best Indian food comes from somewhere outside that area you won’t be able to get that delivered. I know this from downloading Hungry House’s logo. Also part of the sentence, ‘Hungry House sponsoring the Big Bang theory’ one of the most irritating slogans you can find on channel 4…
One benefit is you will be able to identify the drivers of the mopeds who are generally among the worst drivers on the road which applies to many of those who work for companies like these. I have seen more near misses, speeding and driving on the wrong side of the road in an effort to get to that delivery than any other kind of road users.