tazz
Unstoppable speed, with a lightning flash hidden in plain sight
By 2020 food delivery had become one of the fastest-growing and most fiercely contested categories in Romania — a crowded field of app-first players competing for the same restaurants, riders and hungry customers. eMAG, the country’s e-commerce leader and part of the Naspers/Prosus group, moved to claim a place in it, bringing its operational muscle to a food-and-grocery delivery service whose promise came down to one thing above all: speed. In a category where the winner is simply whoever arrives first, the brand had to be built around delivery itself. Brandient was engaged to create it.
Speed is the whole game in food delivery — the category’s holy grail is the fastest possible arrival — so Brandient built the brand on exactly that. The name Tazz draws on Taz, the Tasmanian Devil, a whirlwind of speed and unstoppable energy, compressed into a short, punchy, instantly memorable word. It says "fast" before it says anything else.
The identity turned speed into a mark. Red — urgent, high-energy, impossible to miss — carries a wordmark with a lightning flash hidden inside it, a thunder sign that reveals itself on a second look. Sharp, crisp and engineered for maximum visibility, it was made to work as hard on a courier’s bag and a street sign as it does inside the app: a brand that always looks like it is moving, for a service that is. In a crowded market, that hyper-visibility became a genuine advantage at launch.
The whole promise resolved into a mission-minded spirit — a "mission: possible" idea and a "ready for mission" rallying cry — casting every order as a job the brand was built to complete, and to complete fast. The result gave a new entrant the presence to stand out immediately and the energy to make good on its central claim, and the brand went on to grow into one of the most recognized names in Romanian delivery. The work was recognized with a REBRAND 100 Distinction (2024).
Client:
Dante International, Naspers Group
Industry:
e-Commerce
Project type:
New brand creation
Date:
2020
Services:
Brand Positioning; Brand Platform; Brand Name, Narratives and Voice; Logo and Visual Identity Program; Digital Design; Communication Design; Corporate ID Program
Brand Guidelines
The sharp, crisp, and hyperbolized visibility proved to be a key success factor for the launch of the brand.
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