Speedi - Brand identity for Othaim’s online grocery
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One brand for the app, the vans and the bags, in Arabic and English.
Speedi
Brand identity, 2019
About the project
Abdullah Al Othaim Markets, one of Saudi Arabia’s biggest supermarket chains, set up Speedi to sell its groceries online, starting in Riyadh. The project began under the working name Carty. In 2019 we designed the full identity as Marty, then carried the whole system over to Speedi when the name changed before launch, in Arabic and English.
Project
Speedi Brand Identity
Industry
Online Grocery
Location
Riyadh, Saudi Arabia
Date
2019
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Client Request
Othaim asked for a complete brand: an Arabic and English logo, colors, pattern and slogan, plus stationery, driver uniforms, delivery cars and bikes, and guidelines its teams could follow.
Abdullah Al Othaim Markets
Brand identity brief, 2019
Design Pillars
Core Brand Principles
A bold red wordmark and a small set of grocery icons that say fresh food, fast, at a glance.
Both logos were drawn as a pair, with clear rules for where each one sits on every layout.
The system had to work on a phone screen, a van in Riyadh traffic and a paper bag at the door.
Exploration
From Carty to Speedi
Carty, Two Directions
A clean logotype that felt bold and trustworthy, and a smart logo with a smile that felt easy and fast.
Marty, the Full System
In March 2019 the chosen direction became Marty, with a complete 36-page identity book.
Speedi, Ready for Launch
When the name changed in August 2019, we explored seven Speedi logos and moved the whole system across.
The Challenge
Problem Statement
The Main Goal: A Brand That Travels
Speedi would live on phones, websites, vans, uniforms and shopping bags across Saudi Arabia. The identity had to stay recognizable at every size, read equally well in Arabic and English, and survive a name change without starting over.
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Speedi Brand Identity communicates forward thinking. It represents KSA to the world.
Speedi Identity Guidelines
Plexable, November 2019
Our Approach
Solution
A Complete Identity System
Logo, icons, colors, type, pattern, photography and uniforms, set out in an 18-page Speedi guide built on the 36-page Marty book. It is an example of our Branding work.
01 - Logo and Icons
An Arabic and English wordmark, clear-space and size rules, and a set of small grocery icons.
02 - Color and Type
Speedi red and green, four secondary colors, and Arabic and English type in three weights.
03 - Brand in Use
Stationery, ID cards, tote bags, delivery boxes, staff uniforms and van livery.
Before & After
The Blueprint & Evolution
Plain Van to Speedi Van
The same van photographed before and after the livery.
Before: a plain white Suzuki delivery van.
After: the Speedi logos in Arabic and English and the grocery pattern.
Design
Key Features
A Pattern Made of Groceries
Hand-drawn doodles of fruit, bread and bottles that fill bags, boxes and van panels.
Uniforms and Vans
Polo shirts, staff uniforms and livery for the delivery fleet, from small vans to Fiat Fiorinos.
Design System
Visual Identity
Typography
English and Arabic typefaces in light, medium and bold, paired so both languages carry the same weight.
Color Palette
Speedi red leads, with green for freshness and yellow, orange, navy and blue for campaigns.
Brand Rules
Clear space, a 2.5 cm minimum size, color versions for light and dark backgrounds, and a page of what not to do.
Impact
From Brand Book to Street
Results for Speedi
Speedi launched in early 2020 with this identity on its apps, website and fleet, and the service is still running today across Saudi Arabia.
Speedi
,
Othaim Markets
Result
By the Numbers
3 Names, 1 System
Carty, Marty and Speedi, without starting the brand over.
36-Page Brand Book
The full Marty identity, from logo rules to vans, later carried over to Speedi.
7 Logo Options
Explored for Speedi in August 2019 before the final mark was chosen.
Exploration
The Logo Journey
Every Direction We Explored
Before the final mark, we explored two Carty directions in March 2019 and seven Speedi options in August 2019, each shown in Arabic and English and on an app icon.
Final Showcase
The Speedi Brand
