Brief
Brief
Vembla launched its app for deliveries of groceries to your door in 60 mins or less in 2020. They were also on the starting block for deliveries of 1-2 items in 15 mins only, aimed mostly at younger people or instant need situations, which would be the main focus for the new look.
And if they liked it, it would be implemented for Vembla as a whole over time since they already had profiled cars, bikes and work wear. I had 8 hours to come up with a cohesive unique visual look with clear consistency and a definite Vembla identity.
Process and idea
Rebranded logo
Process and idea
I started out with a new color palette as Vembla’s current palette was somewhat out of step and similar to one of Sweden’s larger grocery store chains. I chose lime and indigo as primary colors, for a young feel and energy.
Rebranded logo
Vembla wanted a more professional look to their logo without altering the style and friendly touch, keeping the “V” as it was already used for the app icon. I customized a font keeping the same impression and style as the original logo, giving it a cleaner, more mature look without curlicues, that still says: “we are friendly”.
Slogan and taglines
Slogan and taglines
As Vembla did not have a specific slogan but rather used a mix of various generic taglines, I wanted to come up with something simple and unique that would become a phrase associated only to Vembla. It should also be possible to form variations, and conceptualize for future campaigns.
“Snabbt handlat” in Swedish means both to have done something quickly and to have bought something quickly, the idea being that Vembla is quick on the ball to resolve their customer’s needs. Possible translations: “We get it!” or simply “Got it!” For Vembla’s two delivery options the tagline could be followed by “in 60 minutes” or “in 15 minutes”.
Campaign concept
Campaign concept
I also presented a marketing concept to envision how the slogan could be used in a campaign. The concept is based on a question describing the problem that the Vembla slogan is the answer to. Below are several of these questions both for the 60 min deliveries and the 15 min deliveries.
The campaign slogans do not translate very well from Swedish but the general meaning of those below would be:
Tough week? We got it!
Feeling peckish? We got it!
Late meeting? We got it!
Exam studies? We got it!
Doing overtime? We got it!
Forgot crisps? We got it!
On a deadline? We got it!
Sleeping in? We got it!
Impromptu picnic? We got it!
Stuck at home? We got it!
