1. A fresh look for a fresh outlook
After a pervasive rebranding exercise that exchanged foodpanda’s famous orange to pink in 2017, it’s tempting to imagine the aesthetic change was the result of some whim on the part of the management. Do the higher-ups at foodpanda or its parent company The Delivery Hero Group have a soft spot for this bashful colour?
Managing director of foodpanda Malaysia, Sayantan Das has a different, more calculated explanation to offer.
“Our sister brand foodora in Europe has pink as their key brand colour. We wanted to synergize the brand across the world, bringing what they had to the Asia Pacific region,” Sayantan says.
“A lot of data backed the rebranding: exit polls suggested we would get better conversion rates and engagement if we did a facelift. So we rebranded all our assets and here we are, painting the town pink.”
Another benefit of using pink? It works well with the reflective materials used on those foodpanda bags that riders take to the streets. And customers love the new look - even casting some aspersions on the old.
“Orange was tiring – someone once told me that our orange foodpanda colour looked like ‘hospital orange’. I still don’t know what that means.” Sayantan adds.
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