A bold beacon of trust and forward momentum
Uber as a global brand is ubiquitous with disruption and innovation, both largely seen as qualities that represent trust and drive massive brand awareness.
However, within the Japanese market Uber faced a more competitive context to overcome.
Known primarily for its UberEats delivery service, the e-hail service of Uber required a significant brand awareness uplift to encourage trial.
With the practise of hailing a street cab still the primary method of transport, a growing fleet of E-hailable commercial options, and some legacy caution about the original ride-share experience, Uber Japan required a branded solution that would deliver high impact and increased consideration through its primary visual asset – its vehicle fleet.
Utilising the distinctive brand assets of its global “Chevron” and brandmark, this design solution needed to;
- Increase representation of Uber’s Masterbrand visual assets
- Generate multi-vehicle cohesion
- Integration of local taxi partner profile
- Overcome the legacy rideshare concerns, in favour of the new local partnership model
- Represent Uber as a software/convenience platform, rather than the former ride-share program
The end design solution is a bold, impactful demonstration of the Chevron, acting as a beacon of trust and forward movement – displayed prominently on each Japanese Uber fleet vehicle, balanced with the trust delivered from the local taxi partnership.
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