Turning Talabat into the Middle East’s Home of Takeaway
When Talabat, our brand in the Middle East, approached us to plan and execute a refreshed brand identity, there was a lot to take into consideration. Not only did the project require us to define a strategic re-positioning for the brand in order to stand out from increased competition, but we had to achieve this in a way which was reflective and considerate of Middle Eastern culture.
The objectives
Talabat came to us with a two-fold brief: define a strong brand positioning to stand out from the crowd, and align all seven of Talabat’s countries under a united brand.
The project would entail a redesign of the brand across every channel and touchpoint, and a brand book clearly communicating the essence of Talabat to every stakeholder.
The implementation
We began with extensive quantitative research using a base of more than 3,000 respondents. Using the research as a starting point, we planned and conducted workshops with the local Talabat team. Working together we used the data to define the brand’s position as “the home of takeaway — bringing good food into your everyday”.
Bringing an identity to life
Next step was to define the right tone of voice to support the new brand positioning. The Talabat tone we established is likeable, family-friendly, inclusive and smart. To appeal to everyone, we tailored this to reflect the cultural sensitivities of the region; this approach cascades into Talabat’s visual identity, showing all citizens of the region equally while being mindful of propriety — no alcohol visible, no tattoos on show. The brand photography also captures the special moments and occasions when food is enjoyed, such as family meals and friends ordering together, further showing Talabat as a brand for everyone.
A brand book was needed to ensure Talabat’s team, across the whole region, understand and feel part of the brand. What contains good food and can be found in everyone’s home? A cookbook! This is the layout in which we built the Talabat brand book formalising the new brand strategy.
It includes the refreshed, digital-ready logo created using a customised version of FF Mark Pro, an insight into its restaurant partners and the modernised colour palette, featuring Sunny Orange as the primary colour and secondary shades Calm Grey and True Petrol. All these shades are used by designers across every product touchpoint, both on and offline.
The results
After launching the new Talabat identity in July 2017, a video introducing the rebrand received more than 400,000 views on Facebook and received 100% positive sentiment, with more than 1,100 likes and comments. Social engagement increased by 31%.
We also saw an 8% increase in our active customer base and a 10% uplift in brand preference following the unveiling; this showed not only are we attracting new users, but we’re continuing to impress our existing customer base.
And thanks to our brand book, Talabat teams across all regions are using a uniform tone of voice and a consistent style, producing compelling content that reflects the brand positioning.
