Deliveroo Plus is a subscription service that just makes sense. Perks like free delivery, credit back and outrageous offers mean foodie fiends get even MORE for their money with every order.

 

But the sub-brand had an image problem. A premium look & feel and grown-up TOV made it feel a bit… pricey. So, to showcase the real value proposition of the service, we wanted to explore a refreshed brand personality that would feel youthful, playful and passionate.

 

Blending together a bold new secondary typeface, punchy copy lines and a can’t-look-away vibrant purple, we created a new generation of Plus. A Plus that was both distinctive and distinctly Deliveroo. We like to think of it as the wildchild of the brand.

 

We pitched the updated sub-brand to all of Deliveroo’s global markets - including UAE and Singapore with bespoke Arabic and Cantonese typefaces. The EXTRA energy of the rebrand captured attention, sparked joy and was a worldwide hit. But, while the vibrant new branding was turning heads, ultimately the brand decided to go forward with a pared-back option for rollout. Luckily the extra vibes of this Plus rebrand still live on in my small corner of the internet.