MARKETING | Staff Reporter, Singapore

Foodpanda unveils refreshed look across 12 Asian markets

Rollout of branding, marketing campaigns and partner material will be “refreshed progressively” from April 2021.

Foodpanda announced it unveiled a brand refresh across all its visual designs, as well as a “friendlier” user interface for its mobile and web applications.

The brand refresh is expected to be rolled out progressively in more than 400 cities across 12 markets from April 2021 and comes amidst the business’ expansion into quick commerce, including grocery delivery via pandamart cloud stores.

“foodpanda’s refreshed identity reconsiders all customer touchpoints with the brand, connecting the technology behind our app and website with our millions of users’ everyday experiences, from our iconic rider bags and jackets to packaging, marketing campaigns and the app itself,” said Idan Haim, vice president of Growth and Marketing, foodpanda. “This will build a solid foundation for our new business ventures, with a revitalized look and feel.”

The new homescreen on the Foodpanda app, dubbed the “bento”, allows users to seamlessly choose the service they need – food delivery, self pick-up, shops or pandamart – whilst making it easier to explore top restaurants and promotions available in their location. The same visual approach applies to its online and offline marketing initiatives.

“Pink is king. We keep the fun pink that is instantly recognisable to millions of people across Asia. At the same time, we highlight different aspects of our brand personality, to show that foodpanda is also friendly, caring, smart, and that little bit rebellious – not afraid to change the status quo or take risks,” Reinald Chee, head of creative at Foodpanda, explained.

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