Unlike traditional food delivery platforms, Cari set out to break the mold with a no-commission model, challenging the industry’s transactional approach.
In a sea of sameness, they needed a brand that felt as bold as their business model.
As their Global Creative Director, I developed a full creative strategy to reposition Cari as a lifestyle brand, one that celebrates the excitement of food beyond just the act of ordering.
Why? 😱
Because this is how they use to look like...
❌ No consistency, no identity, no narrative. ❌
Their identity was missing.
Cari is also the only Kuwaiti food delivery brand, a distinction that holds value in the market.
We needed to infuse that sense of national pride in a way that felt organic and strategic, not just symbolic.
We started by playing with this shape...
Improved their logo, changed their font, and expanded their colour palette.
Through a mix of design, storytelling, and streamlined creative processes, the rebrand brought this vision to life.
Achieving massive scale right out of the bat:
10 Million Orders
Run rate in less than 12 months of the brand refresh, helping reduce CPOs & CACs.
A refreshed identity, a dynamic design system, and the implementation of new workflows (including a ticketing system) set the stage for a brand that not only stood apart from competitors but also resonated deeply with a younger, experience-driven audience.
Launched in 3 markets
Kuwait, UAE & Saudi Arabia
Kuwait, UAE & Saudi Arabia
We teamed up with the markets favourite vendors to craft exclusive menus. The 'Chicken Filaaa' from BBT was one of them - so good, we had to find a way to advertise that would stay on everyone’s minds, showing off our brand personality.
And some of our motion graphic creations played in stadiums during football games, offering prizes and establishing our brand in the MENA region.
But a lot of the work was about growing our online presence.
Through paid and organic social...
Growing from 22k to 48k+
followers on Instagram alone.
followers on Instagram alone.
We took to the streets to launch Cari Unlimited, a new subscription feature that marked a major milestone in the brand refresh. A key part of this transformation was redefining their imagery, moving beyond generic food shots to craft a distinctive visual language that felt authentic and above everything mouthwatering.
