Doordash's Rebrand Focuses on 'Delivering Good'
Ellen Smith — January 24, 2018 — Marketing
References: blog.doordash & psfk
The on-demand restaurant delivery service, DoorDash has re-branded with a new visual identity and mission statement: "Delivering good by connecting people and possibility."
After partnering with the design agency, Character, the food delivery platform intends to highlight how its services help create new opportunities for individuals and small business owners. Playing off of its new "Delivering Good" concept, the brand has launched a series of initiatives that aim to eliminate food waste and hunger. One of these projects, entitled 'DASH,' results in the brand donating a meal to charity, every time an order is placed through the service.
The new initiates were announced along side a new logo, which intentionally incorporates negative space to represent "the idea of potential."
After partnering with the design agency, Character, the food delivery platform intends to highlight how its services help create new opportunities for individuals and small business owners. Playing off of its new "Delivering Good" concept, the brand has launched a series of initiatives that aim to eliminate food waste and hunger. One of these projects, entitled 'DASH,' results in the brand donating a meal to charity, every time an order is placed through the service.
The new initiates were announced along side a new logo, which intentionally incorporates negative space to represent "the idea of potential."
Trend Themes
1. Branding Evolution - Companies can rebrand to better communicate their purpose and initiatives with potential customers.
2. Social Responsibility Integration - Businesses can incorporate social initiatives as part of their overall brand messaging to attract customers who value giving back.
3. Zero-waste Operations - Companies can strive for zero-waste operations to appeal to environmentally conscious consumers and save on costs in the long term.
Industry Implications
1. Food Delivery Services - Food delivery services can expand their brand messaging beyond convenience and focus on social responsibility to attract a wider customer base.
2. Design Agencies - Design agencies can specialize in branding for socially responsible companies and help businesses communicate their initiatives to customers through visual identity.
3. Charities and Nonprofits - Charities and nonprofits can partner with companies to create mutually beneficial programs, such as Doordash's DASH, that raise funds and awareness for their cause.
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