Title	REBRANDING ONLINEPIZZA, SWEDEN'S OLDEST FOOD ORDERING PLATFORM
Brand	ONLINEPIZZA
Product/Service	ONLINEPIZZA, ONLINE FOOD ORDERING
Category	A02. Rebrand / Refresh of an existing Brand
Entrant	DELIVERY HERO Berlin, GERMANY
Idea Creation	DELIVERY HERO Berlin, GERMANY

Name	Company	Position
Marina Kramer	Delivery Hero SE	Senior Brand Manager
Philip Eide	Onlinepizza	Chief Marketing Officer
Sofia Tavares	Delivery Hero SE	VP of Brand
Koviljka Neskovic	Delivery Hero SE	Koviljka Neskovic
Frederic Lamotte	Delivery Hero SE	Head of Brand Research
Aurelija Gedraityte	Delivery Hero SE	Producer
Jenni-Kaisa Lyytikäinen	Delivery Hero SE	Product Designer

Background

We are active in more 42 markets, including Sweden; home to one of our oldest brands - Onlinepizza. Founded by three students in 2004, it has grown to be the most popular online food ordering platform in the country. Onlinepizza briefed us to design a modern brand identity and work on strategic repositioning with the objective of standing out from increased competition in the market. We worked on everything from the brand's refreshed visual identity and a platform overhaul -including new photography guidelines - to a multi-channel digital campaign to drive acquisitions, entitled ‘Save Time’ - a concept based on customer insights that came from our market research data.

Describe the creative idea

As this was the first rebranding of Onlinepizza in many years and we were experiencing a sharp increase in market competition, we undertook comprehensive market research to understand the existing brand perceptions and attributes. Onlinepizza was top of mind when it came to brand awareness, and was seen as friendly and easy to use, it was not viewed as a modern brand. From this we were able to decide on the new creative direction of the brand - a fresh logo, colour palette and clean, modern typography, plus an inclusive photography style and consistent brand assets. The rebrand was aimed at existing Onlinepizza users, but also at new users who would convert from traditional ways of ordering food to online. We also wanted to help the Onlinepizza team better understand the brand, meaning we held tone of voice/positioning workshops and developed a brand book to accompany the rebranding project.

Describe the execution

We used data to define a new tone of voice and brand positioning - that of a trusted friend. We designed a new logotype combining an icon resembling a pizza slice and typographic logo using Bergen Sans - which we chose as Onlinepizza’s main typeface. It’s complemented by a handwritten, approachable typeface Furious Styles, reflecting Onlinepizza’s positioning and friendly tone. We created brand devices to accompany the logo, in the form of colourful background shapes reflecting cuisine types to create an instant link between Onlinepizza and food. We modernised the colour palette, replacing the dated red with a refreshed Ruby Red, adding Nivea Blue to show Sweden’s roots and Cloud Grey and Naiv Green for CTAs. This palette was extended across the product and throughout the brand book. We created both video and SoMe templates using the palette and brand devices to ensure the brand keeps a consistent style.

List the results

Since the rebrand, we have done a second wave of market research to measure the impact of the project. The research has shown that almost 40% of users surveyed feel a positive change in the brand, there was a 10% uplift for brand preference and Onlinepizza's active customer base increased by 8% month on month immediately after the rebrand. There is a high level of agreement with our new positioning statements defined during the rebrand process, with more than 70% of respondents viewing Onlinepizza as easy to use, and almost 70% seeing it as a brand for everyone. These are now the key messages we communicate through all marketing campaigns. An internal survey has shown that 86% of the Onlinepizza team feel the rebrand project and has had a positive impact on the brand and 83% feel they understand the brand better.