In this project, our team was faced with the challenge of helping Chope, South East Asia's largest restaurant reservation app, to determine its future direction. We were tasked with identifying whether to focus on the crowded reservations sector or create more revenue through discounts and savings. After conducting extensive research, we found that the real opportunity for Chope was to lead the charge for dining out, and the competition was Deliveroo, Grab Food, and Netflix.
With this in mind, we set out to create a design language that would transport viewers to the center of the action, reminding them of what they were missing out on by staying in. Our approach was innovative in that it went beyond the traditional booking process and instead highlighted the entire dining experience.
By focusing on the excitement and energy of eating out, we were able to set Chope apart from its competitors and position it as a leader in the dining out sector.
Results
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Our rebrand was met with much appreciation and recognition, including an equity investment of US$15 million by Chinese payments giant Alipay, under Ant Group. This was a significant achievement for Chope, and it reflected the company's successful evolution and growth in the industry. As the Creative Director of this project, I am proud to have played a vital role in Chope's success story.
