Expree
2020 – Ongoing
STANDARD SCOPE
Brand Development
Brand Identity
Content Development
Digital Management
CUSTOMIZED SCOPE
Event Launch Management
Merchant Acquisition
STORY
Expree is a multi-service, homegrown delivery and ridehailing app that promises to let “Mobility Meet Economy.” By offering efficient last-mile movement for food, parcels, and people with one of the most affordable rates in the Philippine market, Expree was able to enter into the app delivery sphere aggressively and efficiently. Dual Story co-created and co-developed all of the marketing initiatives for the brand.
With our aid, Expree efficiently entered the app delivery sphere in Cebu, bringing one of the most affordable rates to a market that needs it, especially in light of logistics instability caused by the global pandemic.
Layers of a logo. Bold, clear-cut, and contrasting colors of black and yellow dominate, the most legible color combination—
a practical choice for the road safety of Expree’s
customers and drivers.
The red arrow alludes to speedy services and de-emphasizes the
‘X’ deemed as bad luck in the Chinese beliefs of
internal stakeholders.
The forward-leaning, slanted typography evokes anticipation and a readiness to speed forward once the stop lights go green. Paired with the semi-rounded edges of a friendly sans serif and the deliberate capitalization of letters, Expree’s branding communicates a sprightly urgency and trustworthiness.
The branding development process was meticulous. We conducted market surveys to grasp what visual language best appealed to the Filipino market. Competition audits were also executed to determine Expree’s unique proposition value, that being its affordability. We crafted content strategy and website development, as well.
In line with the hyper-localized brand strategy, Missing Filemon, the rock band behind the Confessional’s award-winning theme song, made an appearance along with local artists like Oh! Caraga and Jerika Teodorico. The idea of attracting not just any netizen, but Cebuanos who will be the first to hail Expree’s on-the-ground services guided the strategy.
