Grab (previously known as GrabTaxi)
2014 – 2016
Grab, also known as GrabTaxi in its earlier days, is a third-party ride-hailing company in Southeast Asia. Before its major rebrand in 2016, 2D character illustrations had played a big part in Grab's design assets that were used in most of its marketing advertisements and collaterals. The main character, whom we affectionately named Happy Boy, could be seen sprucing up in various outfits depending on the occasion.
Evidently, its major rebrand in 2018 from GrabTaxi to Grab, coupled with its new visual identity, equipped them with a much stronger presence and recognition in the market. These new assets — the 'freedom lines' that was inspired by roadways and a new tone of green, also allowed a better flex and more consistent use of visual identity across the different markets.
