Daki
SÃO PAULO / BRASIL
A snap of the fingers and the shopping has arrived
Daki is a grocery delivery app that promises your shopping at the door in 15 minutes, in São Paulo and other cities in Brazil. We created the name, the brand strategy and the visual identity from scratch, and we have looked after the art direction ever since.
Grocery delivery is one of the most contested categories in the country, and the service is practically the same in every app. With no difference in the product, the brand is the difference. And it had to be born ready to scale.
The name came from daqui, the Portuguese word for “from here”, a word every Brazilian uses without thinking and which already carries closeness and immediacy. The symbol followed the same route: a gesture instead of an icon. The hand became the mark, drawn in one continuous line and built to move, and the snap of the fingers says the whole service without needing any explanation.
Daki became a unicorn in under a year, joining the group of startups valued at more than a billion dollars. The brand we created carried that growth from the first day, and we are still on it.
