Global Rebrand & 360° Campaign

Project Snapshot

Client: Foodora / Foodpanda

Industry: Food Delivery / Tech / B2C

Project Type: Global Rebranding, 360° Campaign, Visual System Development

Role: Global Head of Design – Branding, Visual System, Art Direction, Team Leadership

Focus: Strategic clarity & systems thinking Aesthetic intuition & visual storytelling

The Challenge

How do you unify two brands – operating across continents – under one scalable, localizable campaign system?

Foodora (Europe/Canada) and Foodpanda (Asia) operate in diverse markets, each with unique expectations, cultures, and consumer behaviors. The challenge was to develop a cohesive global brand identity and a 360° campaign architecture that could flex to local needs while maintaining a strong, recognizable core.

Creative Direction & Strategic Approach

Brand System Architecture

• Refreshed and harmonized the Foodora and Foodpanda logos

• Recalibrated the brand color palettes for consistency and flexibility

Developed a comprehensive global style guide:

• Grid-based OoH-System with scalable proportions and layout rules

• Definition of fixed components: logo flag, CTA bar, typographic anchor points

• Adaptive guidelines for multilingual campaigns across markets

Visual Language Development

Crafted a global imagery concept for food and people:

• Dishes: Top-view aesthetics for clarity and appetite appeal, produced with Head of Photography Finja Nissen

• People: Diverse casting, unifying style on light blue-grey backgrounds for global consistency, photographed by Robert Wunsch

  
  

Developed the Rider Visual Identity:

• New uniform designs

• Revised visual portrayal of riders to reflect empowerment, urban strength, and cultural respect

Production & Execution

Out-of-Home Campaign

• Created and oversaw market-customized OoH adaptations across three continents

• Developed modular templates for urban formats (billboards, subway corridors, transit spaces)

• Integrated site-specific storytelling – e.g., subway tunnels wrapped with “The First Bite” campaign, turning everyday commutes into branded experiences

Cross-Media Rollout

• TV & digital spot production using campaign models, lighting and art direction aligned with print

• Developed all In-Restaurant materials:

  • Branded packaging for dine-in and takeaway

  • Menuboards, tray liners, localized table touchpoints

• Created custom OoH designs for delivery branding in city traffic

Creative Leadership & Team Management

• Led a cross-disciplinary team of 10–15 creatives, including design and photography

• Owned the entire creative lifecycle from concept to execution:

  • Briefing and guiding external production teams together with inHouse campaign & brand team

  • Hands-on review loops (print, digital, video) together with inHouse campaign & brand team

  • Packaging: from initial design to print-ready files

• Developed localized campaign adaptations in close collaboration with in-market content teams – ensuring creative integrity while addressing regional needs. I led the visual direction, creating adaptable designs and flexible templates that allowed for culturally resonant executions across markets.

The Outcome

A global brand system with a strong heart and a local pulse. Foodora and Foodpanda now share a unified visual language that scales across cultures, channels, and formats – and remains emotionally relevant for local audiences.

Results & Impact:

• First successful global rollout of a cross-brand, modular campaign system

• High brand recognition uplift in key APAC and European markets

• "The First Bite" subway campaign in Munich received praise for immersive storytelling and locality-based impact

• Foundation laid for continued campaign reuse and content localization