Uber Eats

Role

Branding
Creative Lead
Creative Direction
Art Direction

About

It started as an experiment, using the Uber platform to deliver food. Five years later, Uber Eats has expanded to more than 6,000 cities in 45 countries and 400,000 restaurants to become the world’s largest global food delivery service. As a global creative lead, I oversee and lead a team of in-house designers and external agencies, responsible for brand development, campaigns, art direction, and product marketing launches.

As a hyper-growth startup within a hyper-growth startup, one of our biggest challenges was defining the Uber Eats brand as Uber was finding its own voice. Over the course of 3 years, our team led three rebrands of the Uber Eats identity, with each logo reflecting a unique time in Uber’s relatively short, yet colorful history. These logos were designed to meet the needs of a constantly evolving brand and business in a competitive global landscape.

Logo Evolution

One of our main responsibilities was to create, evolve, and maintain brand visual identity including layout, typography, color, photography, illustration, and tone of voice. Because a global brand has global considerations, we had to make sure our design system would scale across other regions. We partnered with the agency Wolff Olins and the Uber brand team to craft a brand ID inspired by transportation design principles of simplicity and clarity. This would serve as an underlying foundation for all business units of Uber.

Design System

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Photography
Art Direction

We aim to inspire this audience, to engage with them emotionally. We show them a world that is bold, optimistic, inviting and delicious. Capturing the entire food journey and the rich environments encountered every step of the way. Through the guiding principles (authentic, aspirational, and diverse) representing the three-sided marketplace of consumers, delivery people and restaurants.

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The Uber Eats app

Designing brand into every touchpoint ensures a consistent user experience, and over time, builds a relationship with the customer. We worked closely with product design to bring the brand and user experience together every step of the way.

Global Creative Director: Natalie Purbrick
Global Creative Lead: Bia Castro
Illustrations: Uber Brand and Product design teams
Photographer: Justin Walker
Agency: Koto

Co-Marketing

Uber Eats partnered with Starbucks, Mcdonald’s, Burger King and Subway to become their exclusive delivery partner, bringing coffee and food to thousands of customers. We shot a collection of real-life scenarios that captured the spirit of both Uber Eats and partnering brands. In addition, we launched an extensive digital campaign to announce the partnerships on OOH, performance, social, and in-store channels across major US and Canada cities.

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Global Creative Director: Natalie Purbrick
Global Creative Lead: Bia Castro
Marketing Lead: Jessica van Rooyen
Photographer: Amy Lombard
Agency: Anomaly LA

Let’s Eats

Let’s Eats is the very first branding campaign developed for Uber Eats in the US. To promote the brand and educate consumers around restaurant partnerships and the user experience, we rolled out a large, hyper local OOH and content campaign in high-traffic locations including airports, mass transit, and professional hubs.

By showcasing the local neighborhood offerings through geo-targeted campaigns, while living up to the brand promise: we will meet you where you are, Uber Eats curates and creates elevated food moments, and educating consumers on its real-time tracking your order door-to-door.

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Global Creative Director: Natalie Purbrick
Global Creative Lead: Bia Castro
Marketing Lead: Elspeth Rollert
Agency: Northside

Bring it

Uber Eats’ first UK brand campaign ‘Bring It’ stars Guz Khan as the courier who brings you the food you want, on-demand, so that you can continue to live your life. We rolled out TV, OOH, paid media and social in high-traffic locations including airports, mass transit, and professional hubs by showcasing the local neighborhood offerings through geo-targeted campaigns, while living up to the brand’s promise: we will meet you where you are.

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Global Creative Director: Einav Jacubovich
Global Art Director: Bia Castro
Director: Stacy Wall
Agency: Mother London

Tonight I’ll
Be Eating
Japan

‘Tonight I’ll Be Eating’ is a long-term creative platform that was created in Australia and is now running in eight countries. The latest work featured comedian Sharon Strzelecki and Kim Kardashian. This was a cultural phenomenon in Australia which generated 40 million media impressions and lifted brand preference by a whopping 18%.

To win Tokyo and Osaka and become the leader of food delivery in those cities we worked with big local celebrities—Nana Komatsu and Tetsuko Kuroyanagi to accelerate awareness and drive brand consideration and preference. The OOH strategy targeted consumers through placements in popular commuter routes in the 5-7pm slot, the prime time for when the ‘what to have for dinner’ decision is made.