Rabbit is an on-demand ultra-fast delivery company with the promise of delivering groceries, cosmetics, electronics and more under 20 minutes by using dark stores. Rabbit is setting sail to transform the future of retail in the Middle East starting from Egypt.
This young and dynamic brand needed a powerful bold identity system to stand out within the booming market of online grocery shopping. A brand that shouts out reliability and speed and also be friendly and memorable.
We created a fully fledged branding including full brand guidelines, app look and fell, visual language, typography, Messaging system and point of sale materials, based on an iconic and lovable Rabbit mascot character as the brand mark, against a bold fluorescent yellow-green that can not go unnoticed on the streets.
This highly visible and alarming color was not only good for marketing and brand memorability, but also proofed success when it came to ensuring the life of the delivery drivers on their motorcycles.
A disruptive bold messaging system on public billboards and light boxes related to time, speed and comfort, was very important to make people stop and think about the value of time, like “Life is Short””Time is Precious””Enjoy the Couch” ”Keep it Simple”. Other sympathetic messages like “Hello Cairo and “Good Morning” were unexpectedly disruptive in a friendly and informal way, without any call to action.
As soon as the brand was launched, it was an instant success. It captured people’s hearts, and drove a huge number of people to download the app, it also triggered a word of mouth campaign.
- Agency/Creative: Tandem
- Article Title: Branding for Delivery Company Rabbit
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Egypt
- Agency/Creative City: Cairo
- Market Region: Africa, Middle East
- Project Deliverables: Brand Creation, Brand Design, Brand Experience, Brand Guidelines, Brand Identity, Brand Mark, Character Design, Logo Design, Packaging Design
- Industry: Retail
- Keywords: Online grocery store, Delivery, Fast Delivery, 20 min, Grocery, Rabbit, Rabbit Mart
Creative Director: Habi Girgis
Graphic Designer: Nour Zaffer
Account Manager: Rina Antoon