Please.

Client.

NoMenu

Starting a business. Branding. Brand Activation & Events. Food & Beverage.

Portugal’s food delivery pioneer teases the market with a pleasurable rebranding.

In a competitive food delivery market, which it had pioneered in Portugal, NoMenu needed to reposition itself to compete with new players. Changing the focus from the ordering process to food enjoyment, the vibrant and provocative Please brand was created to take on the new role of challenger.

Challenge.

NoMenu, Portugal's pioneering food delivery service, sought to redefine its positioning in order to create relevance in a competitive market dominated by players like Uber Eats, Glovo, and Bolt Food. It needed a fresh identity to stand out and appeal to modern food-loving consumers.

Insight.

Our analysis revealed that, while competitors emphasised food, NoMenu's brand identity was more process-driven, failing to engage with the emotional aspect of food enjoyment. It was essential to reposition it, moving it into the core of the “food-loving” culture.

Naming and Visual Identity.

The rebranding process led to the name "Please" and the tagline “Food & Pleasure”, embodying both service and enjoyment. Pink was chosen to stand out within the industry, and its communication materials were inspired by erotic magazines from the 80s and 90s, bringing desire and enjoyment to the forefront of the brand’s identity.

Brand Expression.

In addition to the new brand identity, we redesigned the entire user experience, including the app, social media assets, uniforms, and delivery boxes. In addition, we created an (almost) erotic film about the Please experience. Having created the category, Please now boldly takes on the role of challenger, combining its long-standing values with new attributes that align with the opportunities in today’s market.