GET FRESH
By Careem Quik

2025
for CAREEM

Careem Quik was built around speed. But as the business matured, the opportunity became bigger than delivery. The challenge was to transform a functional grocery service into a brand people would actively choose, remember, and connect with.

Get Fresh became the idea that brought that ambition to life.

FROM CONVINIENCE TO DESIRE

Groceries are one of the most competitive and commoditized categories in retail. Speed alone is easy to copy.

The new brand focused on something more emotional: making freshness visible, desirable and impossible to ignore.

A BOLD AND UNMISTAKABLE PRESENCE

The identity was designed to feel as fresh as the products themselves.

Expressive typography, vibrant color and oversized graphic elements created a visual language that could stand out across stores front, packaging, digital experiences and outdoor media.

A FRESHNESS AT EVERY SCALE
Whether on a storefront window, a delivery vehicle or a city billboard, the system was designed to remain instantly recognizable and consistently ownable.

The result was a brand that could scale effortlessly across every customer touchpoint.

BRINGING THE BRAND INTO THE PRODUCT
The visual language extended into the digital experience, creating a stronger connection between the app and the physical world.

Every interaction reinforced the same promise: fresh groceries delivered fast.

BUILDING A WORD AROUND GET FRESH
The identity expanded beyond packaging, uniforms, merchandise and community initiatives.

What started as a grocery service evolved into a richer ecosystem with a personality customers could engage with beyond transactions.

BRAND CULTURE
To extend the idea beyond grocery delivery, we explored a lifestyle expression of the brand.

The Fresh Club transformed everyday products into cultural objects, creating playful ways for people to engage with the brand outside the app.

MY ROLE
I created the foundations of the brand, defining its positioning, visual identity, and overall expression.

To bring the brand to life at scale, I developed the implementation framework and led workshops that enabled teams across the business to adapt, extend, and launch the new identity across all customer touchpoints.

Head of Design Brand Experience / ABOUT Linkedin

Head of Design
Brand Experience

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