Careem has undergone rebranding as the company transitioned from a ride-hailing platform to an “everything app”. Now, each of the company’s services, including Careem Pay, Careem Food, and Careem Quik, has become an individual sub-brand within its overarching brand house.
The brand refresh includes new color palettes and graphic elements to reflect each sub-brand, with an updated visual system that can be unlocked to empower each to succeed in its own competitive landscape. The notable logo has been tweaked slightly and the “C” wink and bold green remain central to Careem’s new brand identity.
Tom Sword, Senior Director of Brand & Creative at Careem, said the rebranding was done in-house by the Careem Creative Studio. “The rebrand was fuelled by the evolution of Careem as it has moved from a ride-hailing platform to become an everything app. We need a brand that supports our new architecture. We want to be able to help customers navigate across our full portfolio of services under the categories of Go, Eat, Get and Pay.” Sword said the company thinks of the product as the brand and vice versa. “The brand is now set up for storytelling.”
Say hello to the new Careem – The everything app 👋 We got you everywhere, now we get you everything else. From delicious food to super fast groceries, easy payments, plus so much more with just a tap 💚 #Careem #TheEverythingApp pic.twitter.com/GNeKMUu3Zy
— Careem (@careem) May 8, 2023
The executive shared that rebranding was made more remarkable given the backdrop the technology sector has faced in the last year, with widespread job losses amid economic headwinds.
Launched in 2012, Careem strives to simplify and improve people’s lives in the region. It expanded its service portfolio, after pioneering ride-hailing in the UAE and building a homegrown brand, in several markets and now serves over 50 Million customers in 80 cities across the MENAP region. Moreover, Careem recently received $400 Million investment from e&Group. It plans to use the funds to create the first “everything app” serving customers across the Middle East region.
Careem wants to expand its core food, grocery, and fintech services and the Careem Plus subscription program across the region while adding more partner services to its super app. Careem has evolved, with Uber’s acquisition in 2020, becoming a multiservice app offering users over a dozen services.
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