In this brand design case study for Careem, I explored the journey of developing on-brand and strategic design solutions for Careem's Eat anytime consumer verticals that includes DineOut and Food Delivery. In this project, I aimed to create a forward-thinking and innovative visual language with the purpose of strengthening Careem's brand presence across online and offline platforms.
This project required working with cross-functional teams across the organization and stakeholders to align the design solutions with business and team objectives. Striving for the highest possible standards of design, I developed and executed digital branding solutions - assets for website, app, social media and email by implementing thoughtful art direction and concept development to suit the style and personality of each vertical.
🎯 Deliverables
🏆 Creative & Art Direction
🏆 Brand & Digital Design
🏆 Visual storytelling
🏆 Brand Design Production (Assets creation for varying platforms)
Scroll through to see the full execution process! 🎯📈
Art Direction
My art direction process involved collaborating with the design team to develop cohesive visual concepts that aligns with Careem's brand values and personality. I also worked largely on visual style guidelines and overall design direction of all the deliverables.
I also worked on and collaborated with the design studio team to develop guidelines on photography styles (imagery developed by photographers or sourced from stock image websites) to ensure that the chosen assets convey the desired mood, aesthetics and brand messaging. Art direction for brand campaigns involved the relevant use of imagery, colors, typography, composition and overall design aesthetics to accomplish an impactful visual representation of Careem's brand.
🎯 Below are some of the digital brand assets I developed for a landing page about Eat anytime and Get anything verticals of Careem.
Careem DineOut 🫕🍝🍤
Careem DineOut is the ultimate dining guide, offering a curated selection of the finest venues in Dubai. It's a passport to exquisite cuisine, stunning ambience, crafted beverages, and unforgettable experiences. With Careem DineOut, people can spend less time searching and more time creating unforgettable memories.
During this project, I had the privilege of working closely with the DineOut team to develop a visually captivating brand identity that captures the essence of their service. My goal was to create on-brand solutions that reflect the sophistication, elegance, and diversity of the dining experiences offered by Careem DineOut and develop brand design products for digital environments, web, app, email.
Ensuring that the brand design elements align with Careem's overall brand identity while also establishing a unique visual presence. The result is a visually stunning and intuitive language that guides users through a delightful journey of discovering the best restaurants in Dubai through art direction and effective storytelling.
Food Delivery 🍔🍟🍕🧃
As the leading ride-hailing and delivery platform in the Middle East Careem is constantly innovating to better serve its customers. That's why I'm thrilled to have led the brand design revamp for Careem's dedicated food ordering service, Careem Food for one of our crucial web-based platform, Knowledge Base.
Through extensive research and ideation, I developed a visual strategy centered around key attributes like convenience, variety, trust, and delight. This informed the development of an on-brand visual language that captures the energy and dynamism of the Careem brand.
Some of the key deliverables included:
✨ A versatile and innovative visual language
🎨 Expressive and bold communication assets
📸 Mouthwatering food and restaurant photography direction
📱 Impactful execution to ensure a seamless brand rollout
🎨 Expressive and bold communication assets
📸 Mouthwatering food and restaurant photography direction
📱 Impactful execution to ensure a seamless brand rollout
I'm proud of the work our team accomplished and excited to see Careem Food come to life. This project is a testament to the power of design to elevate a brand and deliver a truly memorable brand story. If you'd like to learn more about the Careem Food branding journey, feel free to reach out. I'd be happy to discuss the process and share additional insights.
Some of the images are sourced from Freepik and Unsplash, while rest of images are developed by Careem.
