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"Photo of the management and CEO of GO-JEK
riding alongside with their riders with the new riding apparel designs."
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How it all started?
Problem Statement
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We understood that the initial jacket and helmet designs were not super comfortable and durable that will affect the brand image of GO-JEK, tying with the brand refresh.
This opens various opportunities to dive deep into the lifestyle of these riders to find out hw to best design the riding equipment they want and need for prolonged usage and improved brand loyalty.
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"User Interviews with different tier riders to understand their painpoints and daily workflows."
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Over a period of 2 weeks, we were able to deep dive into the lifes of the riders and find out the painpoints effectively.
They are brand loyalty (when jackets looks fresh over prolonged usage), lesser odour whilst working in tropical Indonesia and also reducing weight of the jackets without compromising functions.
Gojek is a super app that offers ride hailing, food orders, massages, medical and more, it operates in Indonesia, Vietnam, Singapore, Thailand, and Philippines. It is the first Indonesian unicorn company, and the first "decacorn" company in Indonesia.
It is the only company in Southeast Asia that is included in Fortune's 50 Companies That Changed the World in 2017 and 2019, ranked at 17 and 11 respectively. As of February 2019, the estimated value of the company is about US$10 billion.
ZULU X GOJEK
Being part of the ZULU team, we were tasked to design a series of iconic rider gears that expresses the dynamic culture, passion and energy of the brand. The development of the outcomes were streamed through an extensive process of iteration and user evaluation before you see the eventual GOJEK identity gears.
Gojek Rebranding Rider Merchandise Design 2019
Photo & Project Credits: GOJEK & ZULU
Project designed and developed with ZULU Indonesia for Gojek's entire rider fleet.
