Careem Rebranding
The Everything app. A refreshed identity of a local icon.
Problem
After ten years of building the leading local ride-hailing app in the Middle East, we evolved from a single-service to a multi-service app. Faced with an issue in customer perception, we knew we needed to rebrand ourselves and land the message of being an Everything App.
Solution
The original Careem brand has grown to have an iconic place in the region, especially our wink logo. An essential element of our DNA, we kept it as the base of our evolved brand and created an entirely new design system that pays homage to our heritage while capturing who we are today. The goal was to create a new visual identity that is current yet still undeniably Careem.
The Everything app. A refreshed identity of a local icon.
Problem
After ten years of building the leading local ride-hailing app in the Middle East, we evolved from a single-service to a multi-service app. Faced with an issue in customer perception, we knew we needed to rebrand ourselves and land the message of being an Everything App.
Solution
The original Careem brand has grown to have an iconic place in the region, especially our wink logo. An essential element of our DNA, we kept it as the base of our evolved brand and created an entirely new design system that pays homage to our heritage while capturing who we are today. The goal was to create a new visual identity that is current yet still undeniably Careem.
Execution
We started with a brand architecture that houses 20+ services across four service categories: Go, Eat, Get, Pay. Then, we created meaningful shapes that built the foundation of our entire design language, a bespoke font, a new colour palette, art direction, iconography, and tone of voice. We even created a sound for Careem- something that didn't exist before.This entailed sonics for our master and sub-brand logos, and audio branding tailored to our key markets, using instruments and beats that resonate with their specific cultures. A large-scale project with a brand story running through every single touchpoint to serve over XXX million customers regionally.
We started with a brand architecture that houses 20+ services across four service categories: Go, Eat, Get, Pay. Then, we created meaningful shapes that built the foundation of our entire design language, a bespoke font, a new colour palette, art direction, iconography, and tone of voice. We even created a sound for Careem- something that didn't exist before.This entailed sonics for our master and sub-brand logos, and audio branding tailored to our key markets, using instruments and beats that resonate with their specific cultures. A large-scale project with a brand story running through every single touchpoint to serve over XXX million customers regionally.