While most of our customers are independent restaurants, we’ve been approached by other businesses who asked to get their daily supplies delivered by Cheetah: care homes, gas stations, mom & pop shops, and many other independent businesses. So we are now Cheetah – and we’ve got your back.
Our new logo personifies the name of the brand by playfully bringing to life the natural characteristics of the cheetah. Its speed and form are delivered in a warm and engaging manner.
We want our brand to be
Candid – Communicating Integrity
Conversational – Communicating Accessibility
Determined – Communicating Tenacity
Candid –Communicates Integrity
Conversational –Communicates Accessibility
Determined – Communicates Tenacity
Why we changed
After iteration and testing, we landed on a brand that embodies the spirit of our company and vision of the new world we are creating for independent business owners.
Our previous design system was a tried and true bold representation of what we are – but there were some drawbacks.
Our colors were hard to work with: Yellow and black are hard to incorporate into digital applications – especially those that are e-commerce focused.
Our app icon was generic: It was hard to differentiate ourselves from the sea of same.
It was hard to build new features: We often ran into difficulties creating user experiences that bring freshness and innovation to the market.
We worked with a world class agency, Moving Brands, to bring our vision to light.
We started with our name and our obsession with creating genuine value for customers and breaking the status quo.
We spoke with our customers and employees, created a set of principles as a foundation for our brand, and aligned on a creative direction.
We are as inspired and determined as ever to help independent small businesses succeed, and will be rolling out the new identity and design over the next few months. Onwards and upwards.
Co-Founder & CEO
Co-Founder & COO
Co-Founder & CTO