In 2016, food delivery start-up Deliveroo caught the attention of the design world with the help of a striking new visual identity. Created in collaboration with DesignStudio – the agency behind high profile rebrands for Airbnb and the Premier League – the new branding saw Deliveroo’s original kangaroo logo replaced with a more minimal graphic symbol, along with a new app, website and uniform for its riders.
Launched in 2013, Deliveroo entered our lives during a time of huge transition for the burgeoning food delivery market. It quickly challenged traditional perceptions of takeaways consisting of greasy burgers or crap kebabs by delivering fresh food directly from restaurants to people’s doors. The rebrand by DesignStudio not only helped the business to cement its position among other major players such as Just Eat and Uber Eats in the UK, it also enabled it to rapidly expand and build brand consistency in the 200 cities around the world that it serves today.

Deliveroo’s 2016 rebrand by DesignStudio featured a reimagined version of its original kangaroo logo. All images © Deliveroo

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