The Lulaway Group, our client from South Africa, specializes in managing large-scale youth employment projects. In one of their programs, they trained a large group of young people from rural areas to become scooter drivers - handling everything from their relocation to Johannesburg through licensing and full training - so they could work as Uber Eats couriers.
Then it clicked: why hand all these trained drivers over to another company? They already had the operational processes for courier management from previous projects, strong technology capabilities, and a skilled workforce. They decided to launch their own delivery company - a local South African brand to compete with Uber Eats across the board.
They came to us to create the identity of this new company from scratch - including the name itself.
The team created a unique and stunning brand identity for us that elevated our brand to a whole new level. They demonstrated extraordinary creativity and patience throughout the process, until we reached the perfect result. The service was excellent and the attention to detail was impressive. I highly recommend their professional and creative services.
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When we started working on the brand, the first task was finding a name that conveys the core promise: fast, instant delivery. As part of the branding process, we helped the team arrive at SNAPD - short for snap delivery - the snap of your fingers that says "now, instantly, in a heartbeat."
Everything else flowed from there. The icon we designed represents the snap motion of a finger with dynamic upward lines - a symbol that communicates movement and speed even when seen for a split second. And that's exactly what guided every design decision: this brand has to work on a scooter passing by at speed.
Working on a brand for the South African market taught us new things. Image and visual perception carry significant weight in the local culture, and the delivery space there is becoming increasingly competitive. SNAPD needed to enter the market as a new player that immediately stands out and sticks in memory.
Our approach was deliberately minimalist and precise. The logo is clean and legible, the Godly typeface is bold and distinctive, and the primary color - a vibrant red-pink - was chosen strategically because it's instantly recognizable even when a delivery vehicle passes by at speed. Combined with black and dark gray, the result looks international, professional, and sharp - exactly what sets SNAPD apart from the competition.
Beyond the logo, we created a brand book that defines the color palette, typography, and logo usage guidelines across all platforms - from scooters and delivery vehicles to packaging and office spaces. This book serves Lulaway's in-house design team as the foundation for all of SNAPD's marketing materials.
SNAPD is a branding project that shows how building the right visual identity starts long before the logo - with understanding the business story, the target audience, and the environment where the brand will live. When you know the branding needs to work on a scooter flying through Johannesburg, every design decision gets a clear direction.
This project came to us through our work with the Lulaway Group - an example of how one project leads to the next when there's trust and results.
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