How Colenso BBDO Made a VERY Permanent Impact on the Delivereasy Brand
It’s Friday night. The work week has been long. Maybe it’s raining, or perhaps it’s simply too hot to function. The sun is quickly setting and the thought of cooking really isn’t appealing to you right now.
Your eyes wander over to your phone. It would be so incredibly easy to order food and have it delivered. In just a few clicks, you could be sitting on the couch, feet up with your favourite meal in hand.
But then, out of nowhere you can hear the voice of your mother, sitting in the driver's seat of the car when you were little saying “no, we have food at home”. The guilt in your stomach is too much to handle. She’s right, you think to yourself. The food at home shouldn’t go to waste.
So you drag your feet to the kitchen, only to find… nothing.
The chicken is still in the freezer.
You can’t believe it. Joy rushes through your body, any guilt for not using the food at home is gone. With feet lighter than they were before, you float to the couch and you order a takeaway.
Maybe the week hasn’t been that bad after all.
This is a feeling that Delivereasy knows and understands all too well. Colenso BBDO worked with Delievereasy to create a new brand platform to make those end of the week blues zoom away and leave their customers with “a better taste in their mouth.”
A taste so good that 17 employees have gotten the brand design tattooed in various sizes on their bodies forever.
To learn more about reimagining a brand, LBB’s Casey Martin spoke to Simon Vicars about staying true to a brand's integrity while creating something new and exciting.
LBB> When reimagining a brand, what was the most important detail of the original brand identity that you didn’t want to lose?
Simon> A brand’s truth is something you never want to leave behind in a re-design process. You can evolve colours and typography and all the window dressing of the brand, but don’t ditch the brand’s truth. An enduring truth will then lead to an enduring design.
LBB> Where did the inspiration for this new branding come from? What were the mood boards filled with?
Simon> The logo was the very, very last thing we did for Delivereasy. We first had to figure out the brand’s point of view. Unlike UberEats and Doordash, Delivereasy is New Zealand owned.
That means their service is run by Kiwis, not a bot. ‘Leave a better taste in your mouth’ became their new line, then we started exploring how the brand would talk and act. Design was involved the whole way through, but it wasn’t until we had the brand’s POV, spirit and voice figured out that they really started to craft.
LBB> Was there anything that hit the cutting room floor? If so, how did you adapt and change the campaign accordingly?
Simon> Their old visual identity used a location pin. We didn’t feel an obligation to hold onto it, but it did act as inspiration for where we ultimately ended up. The location pin was so nerdy and boring, but it was a great connector back to what they do. So we wondered what it would be like if we infected that nerdy pin with the spirit of the brand. And then you go on that design journey – wrong turns, almost right, then ultimately the thing you look at and just feel it’s right.
LBB> What were the challenges that were faced during the creative process? What did you learn while doing this project? And give us some highlights as well.
Simon> The same old creative challenges of starting with a blank bit of paper, not knowing if you’ll get the right answer, contemplating running away and starting a juice bar at a coastal town.
You know, just the usual. Surrounding the project with incredible talent is also a shortcut to success. Our designers Meghan, Flora and Sonya were epic.
There is a certain level of Kiwi flair injected into this campaign, the welcoming of creative risks and not being afraid to go all out with something outrageous and new. It’s arguably what NZ does best when it comes to marketing and advertising. Do you believe this is something specific to the NZ industry and is what sets NZ apart from the rest of the world?
I think what has always been true of really good work remains the same anywhere in the world. It only happens when everyone involved commits fully. Brewtroleum, Skinny Phone It In, Yellow Treehouse, Child Replacement Programme – Colenso’s most globally recognised
work has had the exact same formula – a united group of people across creative, client and media whose collective energy will overrun any obstacle.
LBB> Finally, how does it feel to know that there are 17 employees out there with your designs tattooed on their bodies forever?
Simon> In the second year of my career, someone got an idea we did tattooed on their whole lower leg. It took 14 years for it to happen again. I’m stoked for everyone at Colenso and the team at Delivereasy. We’ll celebrate with curry puffs.
