Foodpanda serves up refreshed look, user interface
By Digital News Asia April 8, 2021
- Refresh comes at a time of its expansion in all of its business verticals
- Makes choosing services more seamless; approach extend to riders, partners
FOOD and grocery delivery platform Foodpanda has unveiled a brand refresh across all of its visual designs, including a friendlier user interface for its mobile and web applications.
The brand refresh will be rolled out progressively in more than 400 cities across 12 markets, from April 2021 onwards, it said in a statement.
Foodpanda said the brand refresh comes at a time when the platform is expanding its business verticals beyond food delivery, into quick commerce (q-commerce). This includes grocery delivery via pandamart cloud stores, and through partnerships with leading shops and convenience stores.
“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 Sayantan Das, managing director, Foodpanda Malaysia.
“This will build a solid foundation for our new business ventures, with a revitalised look and feel.”
The new homescreen on the Foodpanda app, dubbed the “bento”, allows users to seamlessly choose the Foodpanda service they need – food delivery, self-pick-up, or shops – while making it easier to explore top restaurants and promotions available in their location.
The same visual approach applies to Foodpanda’s marketing initiatives both online and offline. It retains the “fun pink” colour scheme, but has now expanded the palette to include more complementary colours.
“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,” explains 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.”
Chee said the company has analysed every touchpoint of their service and using these insights, envisioned a design direction “that could bridge the gap between our tech and the real-life experience of millions of customers.”
Foodpanda’s brand refresh will be progressively introduced across all online and offline platforms from April 2021. The refresh campaign has started in Malaysia, Bangladesh and Cambodia, and will be launching in Hong Kong, Japan, Laos, Myanmar, Pakistan, the Philippines, Singapore, Taiwan and Thailand in the coming weeks.
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