HAAT is an Israeli delivery app that connects customers, restaurants, markets and couriers. It was founded in Umm al-Fahm by Dr. Hasan Abasi to solve a problem the big delivery players had left alone: towns without clear street names, and customers who prefer to pay in cash. Today HAAT operates in more than 40 cities, with 250+ employees and 10,000+ partners, and accepts cash, cards, Cibus and digital wallets.
We worked closely with HAAT's marketing team. The project started with an in-depth UX strategy and continued into a Webflow website in English, Hebrew and Arabic. The work did not end at launch: HAAT keeps coming back with new tasks through its support hour bank.
One of the first questions in any website strategy is who the site is for. For HAAT, the answer was unusually complex. We defined six audiences, each with its own goal:
The challenge was balance. A customer who wants the app, a restaurant that wants to join and an investor doing due diligence all land on the same homepage. So the hero offers two clear paths, Download App and Partner with Us, and further down a tab section, Download App, For Businesses and For Couriers, gives each audience its own promise without crowding the others.
The strategy was broad, and along the way we learned something important about HAAT: the company weighs every detail carefully, and every addition to the site has to arrive in its own time, at the highest possible standard. The previous site was a single landing page. Instead of launching the full structure at once, we decided together to go live with a complete homepage, a contact page and the legal pages. From there the site has grown step by step, in close collaboration with the marketing team and at the company's pace.
HAAT wanted to keep its playful character while looking like a company where every move is calculated and precise. One stated goal was to become more attractive to investors. The result blends both worlds: 3D illustrations of pizza, burgers, a delivery bag and a courier on a scooter, next to a clean structure, dark data sections, and ISO 9001 and ISO/IEC 27001 badges in the footer.
The homepage opens with Smarter delivery For Everyone Everywhere, followed by a moving strip of restaurant and chain logos that work with HAAT. In Wherever You Are, We Know The Way, red route lines draw themselves on scroll and connect the company's three promises: reaching places with no street names, paying in cash or by card, and a service built locally. The dark section We Started Where Delivery Mattered Most shows the numbers: 250+ employees, 40+ cities and 10,000+ partners.
The site runs in English, Hebrew and Arabic, and the layout flips to right-to-left in Hebrew and Arabic, so every community HAAT serves meets a site in its own language.
One of the most creative solutions in this project is invisible to visitors. HAAT updates its terms of use, privacy policy and other legal documents often, and those documents serve both the website and the app. We built them as a list in the Webflow CMS: every new version of a document is added as a new item, the previous version stays in the list, and no separate page is generated per item. Each document's page always shows only the latest version.
The marketing and legal teams add one item, and the site immediately shows the updated text, while a full record of every version and change is kept for each document. In the company's day-to-day work, this changed how they handle their legal documents.
For courier recruitment we built a page with a multi-step form that let couriers apply securely, including document uploads. Every application went straight into a monday automation, which made handling applications organized and fast. While the page was live it received a steady flow of applications and helped HAAT recruit couriers at the pace of its growth. The company has since moved to a more advanced AI system that fits its current stage.
HAAT's site is live at haat.delivery. About a year after launch, HAAT raised NIS 60 million at a valuation of more than NIS 300 million. The round belongs to the company, its product and the people who built it. Our part was making sure that every investor, partner or courier who visits the site meets a company that looks exactly the way it works. Since launch, the site has brought HAAT a volume of inquiries the previous site never did.
HAAT joins our delivery-industry projects, alongside snapd, a South African delivery company we built a brand identity for from scratch.
This project shows why we work Blueprint First: the broad strategy gave us a map of every audience and goal, and that is what made it possible to grow the site gradually, step by step, without losing direction.
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