Careem Riders
Uniform Design
This project was part of the Careem rebranding implementation and was fully led by me — from concept to final production. It involved the complete development of the new Careem Captain uniform for delivery riders.
The goal was to design a uniform that perfectly balances functionality, comfort, and brand identity for captains who spend over 10 hours a day on the road, often under extreme weather conditions exceeding 40°C in summer. It was essential to create something that not only provided comfort and protection but also became a strong visual symbol of the Careem brand on the streets.
Since Captains and Riders are essentially moving billboards across the city, we needed to ensure that the brand was represented with consistency, clarity, and distinction. The main challenge was to stand out in a highly competitive market, where other delivery brands had strong and recognizable identities. Through extensive research, testing, and iterations, we developed a minimal yet impactful design that reinforces Careem’s visual identity while ensuring everyday wearability.
The final design integrates advanced UV-protective and anti-odour fabrics, offering durability, breathability, and freshness throughout long shifts. The result was a remarkable leap in quality — both in material and design — setting a new standard in the market. The new uniform received exceptional feedback from Captains, customers, and the internal Careem team, marking a significant improvement of over a thousand per cent compared to the previous version and clearly standing out among competitors.
The goal was to design a uniform that perfectly balances functionality, comfort, and brand identity for captains who spend over 10 hours a day on the road, often under extreme weather conditions exceeding 40°C in summer. It was essential to create something that not only provided comfort and protection but also became a strong visual symbol of the Careem brand on the streets.
Since Captains and Riders are essentially moving billboards across the city, we needed to ensure that the brand was represented with consistency, clarity, and distinction. The main challenge was to stand out in a highly competitive market, where other delivery brands had strong and recognizable identities. Through extensive research, testing, and iterations, we developed a minimal yet impactful design that reinforces Careem’s visual identity while ensuring everyday wearability.
The final design integrates advanced UV-protective and anti-odour fabrics, offering durability, breathability, and freshness throughout long shifts. The result was a remarkable leap in quality — both in material and design — setting a new standard in the market. The new uniform received exceptional feedback from Captains, customers, and the internal Careem team, marking a significant improvement of over a thousand per cent compared to the previous version and clearly standing out among competitors.