One of India’s 31 unicorn startups, Delhivery are redefining the country’s logistics sector. Even with their industry-leading tech, it is their unique people-powered last-mile business model that sets them apart from traditional competition.
I helped define their positioning and developed their tagline as part of a rebrand.
Delhivery’s simple and evocative name presented an opportunity to tell a deeper brand story. Under their innovative last-mile model, they partner with small-scale retailers and other businesses, who utilise spare space and manpower to help streamline storage and dispatch. This people-powered model became an apt metaphor for the brand’s philosophy.
Keeping their USP centerstage, we developed a brand tagline that would appear prominently alongside the logo.
Small World became the brand’s motto, a simple phrase that’s an ode to the planet-sized power of human connection—one often runs into the oldest of friends at the remotest of airports, after all. The conversational articulation also helped them defy category tropes, which often focus only on speed and efficiency.
Recognition: In-book shortlist | Baby Elephant, Kyoorius Design Awards 2019
Low-res image of a Delhivery office.
A hurried phone photograph taken somewhere in Mumbai.