Hyperflyer
+ Brand Campaign
Hyperflyer is a mobile delivery app differentiated by giving restaurants 100% of the profits and charging the user only a flat fee. Hyperflyer is one of the only delivery companies that doesn't require fees from restaurants, making the service the most ethical choice for users and small businesses.
IDENTIFYING PROBLEMS
Hyper-Competitive Market: The food delivery market is hyper-competitive, and with over 60% of young adults (18-29) in the United States having used food delivery apps within three months, the primary demographic in mind drove the main branding for this small startup. A strong impression was necessary for Hyperflyer to stand against giants like Uber Eats and DoorDash.
Starting from Scratch: At the time of this project there was no unifying brand identity.
SOLUTIONS
Americana: I derived inspiration from American aviation badges and insignias as a play on its "flyer" identity. Hyperflyer prides itself on its ethics, and I chose to root the brand in design language borrowed from mid-century Americana. Confidence, reliability, and unity were characteristic design goals.
Young and Fun: With a heavily skewed demographic towards young adults, I designed uniforms inspired by Alpha Industries' M1 bomber jacket: the original flight jacket created for the US military. This jacket is still being sold today but has been more recently repurposed as a fashion item. In my experience working in the service industry, uniforms typically serve two purposes: identifying the worker as an employee and maintaining a specific aesthetic standard. Neither of these necessarily benefit the worker and most of the time, the uniforms are just plain boring. Bomber jackets and iron-on patches are less orthodox and more likely to attract a younger demographic. Being proud in your work is important, and that begins by how the worker presents themselves. A cool jacket can do just that.
