Takeaway.com’s top priorities emphasized becoming more than just a go-between in the order chain. Processing over a million orders for more than 5,500 restaurants in 10 countries each month and facing exponential growth, the company needed to refine its brand values, as well as develop content for a new, more modern brand identity and optimize its existing website and apps.
The challenge was in re-creating its brand identity to reflect the company’s core values and expanding while retaining its essence and originality.
Cognizant collaborated with Takeaway.com to re-create its existing brand logo as well as revamp its website and apps. A simplified version of the original logo reflects the dynamics of both the company and the industry as a whole. Newly added search functionalities ensure detailed filtering and instantaneous comparison of orders.
A Google Maps feature provides an overview of different restaurant locations. User history integration and push notifications for order confirmation and delivery time expectations let users track orders. Delivery status tracking through Food Tracker and third-party payments via the ING app enable users to order on the go.
Takeaway.com’s international ambitions reflect its brand values and expanding reach as well as reiterate its refreshed brand identity. These changes are reflected throughout the company’s online and offline touchpoints, from the app icon to the staff uniforms of its partner restaurants. The strategic partnership between Cognizant and Takeaway.com put mobile users, and their increasing numbers, front and center. Development had a mobile perspective at the core of all strategies. The complete overhaul of Takeaway.com’s online features also added search functionalities such as using Google Maps for immediate delivery time and tracking estimates.
redesign brand identity while retaining the company’s message
include enhanced geo-tagging and online search functionalities
integrate user history and use third-party payment apps