Project Overview

Hatod PH is a startup that specializes in providing efficient food delivery services to rural areas in Misamis Oriental, Philippines. The objective of this project is to rebrand Hatod PH in a way that not only communicates their aspirations but also resonates with their target customers. Hatod also requires both creative and technical solutions to streamline the ordering process and improve the overall customer experience.

Challenges

Our team encountered two significant challenges during this project. The first was the infrastructural limitations in the target audience's geographical location, as rural areas in the Philippines still lack adequate cell tower coverage. This raised concerns about the potential impact on user experience for Hatod's Merchants, Riders, Customers, and Admin. The second challenge involved developing an identity system that would resonate with and attract the target audience, as the existing identity system contained numerous elements that diminished its recognizability as a brand.

To address these issues, we needed to thoroughly understand the current operational processes, pinpoint potential pain points, and conduct in-depth competitor research. This approach enabled us to create tailored, streamlined solutions that catered to the unique needs of each stakeholder group.

Concept Development

In the process of developing logo concepts for Hatod PH, we placed significant emphasis on celebrating the riders. By featuring the riders as the central element in the logo, we aimed to champion the hardworking individuals who are instrumental in bringing Hatod's services to life.

Solutions

To overcome infrastructural challenges, we designed a workflow that integrated Google Maps' real-time route index, allowing the rider app to show directions even offline. This not only minimized user frustration but also ensured that riders took the correct routes, making delivery fees more accurate. Additionally, we crafted a brand identity focused on celebrating riders, making them the central icon in the Hatod logo. This emphasized Hatod's values and connected deeply with the target audience. We also animated the logo to add engagement and emotional resonance, a feature that can be utilized in Hatod's video marketing. Overall, the design solutions effectively addressed both operational and branding needs.

Results

The redesign of Hatod PH's brand identity yielded significant positive results. The simplification of the logo made it more recognizable and memorable, resonating with the company's mission to serve rural communities in Misamis Oriental. In addition, the emphasis on featuring riders in the logo helped establish a brand personality that deeply connects with the target audience. This strategic focus not only strengthened the brand's emotional appeal but also made it more relatable to the rural communities it serves. Overall, these changes in brand identity have successfully strengthened the connection between Hatod PH and its target audience. The new brand identity has thus laid a strong foundation for fostering customer loyalty and driving future growth.