DoorDash Partners with Character on Bold Rebrand Campaign

DoorDash  recently unveiled a new brand identity, which includes a new logo and colour palette, created by San Francisco-based branding and design agency Character. The agency was recently acquired by the Dentsu Aegis Network and recently opened a new office in Portland, OR. 

The new visual identity and brand strategy feature original photography, illustrations and iconography, strategically focused on communicating the brand’s renewed mission: delivering good by connecting people, and possibility. The “dash” for example, now conveyed by negative space, conveys the concept of potential and evolution.

The brand’s values of delivering good and possibility are also represented in the streamlined logo, which is designed to convey reliability and efficiency while staying true to the company’s roots and its previous identity, inspired by the Japanese bullet train (Shinkansen).

Jen Rapp, VP Marketing at DoorDash, comments: “We approached Character with an extremely unique challenge - help us get to the core of our brand’s DNA and help us articulate it in an authentic way - in less than four months. To accomplish this, we worked with Character as a team. Unlike many agencies, where the agency is positioned as expert and company as client, Character worked with us collaboratively, diving in with our founders and internal marketing team to uncover the true story about DoorDash.”

She continues: “Even with our compressed timeline, they took time to get to know what motivated our founders to create DoorDash and gained a full understanding of our future before presenting our team with any identity suggestions. Because of this, their work felt natural and unforced from the first round onward. They took feedback with open arms and were open to multiple iterations to make each aspect of our strategy and identity perfect. We couldn’t be happier with the final product - it feels honest to who we are as a company; it’s the perfect evolution of our mission to delivery good by connecting people and possibility.”

Character’s partnership with the delivery service follows the successful completion of recent design and branding work for other notable food brands, including Mixt Greens, Peet’s Coffee, and Ando, as well as other technology-driven brands like Oculus, eero, and Fitbit.