The leading quick commerce platform and the largest food delivery service in the Middle East, Talabat relaunched its private brand to establish itself as the fastest delivery service in the region, aiming to deliver orders within 20 minutes using its fleet.
To lead this vision, Talabat challenged us to redesign its brand and reposition it by creating a new brand identity
that embodies this new promise.
One of the most visible brands in the streets of Dubai, with its vibrant orange-colored delivery fleet,
Talabat's private brand creative concept is inspired by the idea of movement across the city streets.
The label construction is based on a view-from-above of an imaginary city with its streets and blocks, working as a grid for
the placement of elements on the package, where buildings and roads are filled with product names and claims,
and photography is used as blocks and landmarks.
Each label is different - with a flexible structure, each range is unique, impactful and iconic
while maintaining a consistent brand identity across all products.
Typography plays the biggest role as the most visible element on the pack.
Letters stretch to symbolize movement and speed of delivery.
Sentences go around blocks and corners, and arrows reinforce directions.
Each product features a creative sentence that teases consumers about the product's usage.
A detail that builds a connection with people and a desire to see and read more products, working as a motivational surprise that builds on the momentum when they see the physical product for the first time at home.
Colors used are vibrant and joyful, with high contrast between backgrounds and elements. Giving life to a vibrant personality, aiming at a young audience that wants to be surprised and motivated by the boldness of each package.
The labels' online readability is massive for a brand that sales only online, so a huge typography presence increases readability and boosts the products' recognition, being easy to read even in thumbnail sizes on a mobile phone, beating other brands sold on the platform.
The online product display features a banner family for each product that showcases parts of the labeling story
and claims, facilitating product perception and attributes.
The new private brand aims to be bold, aligned with the irreverent, fun and provocative tone
of Talabat's corporate communication.
