Overview
I imagined a fictional scenario where Swiggy enters the bike-taxi space to compete with Rapido and Ola. The goal was to design a GTM plan and visual direction that could help the brand move into personal mobility while keeping the same trust and familiarity built through its food delivery ecosystem.
COMPETITOR ANALYSIS
Key competitors like Rapido and Dunzo dominate awareness but fall short on experience and visual differentiation. The opportunity was to design a launch strategy and visual identity that conveyed safety, reliability, and youthful energy.
Ola Bikes - Not yet available in most parts of India
Uber Moto - Not yet available in most parts of India
Rapido - Primary competitor in Bangalore but ranks low on overall product experience
Dunzo Bike Pool - Trying to get traction in the industry
Yulu - Cheaper but feasible only for short distances
Quick Ride - Social tension between co-riders
Target Audience
Swiggy Ride focuses on urban users who value speed, reliability, and safety, and are already comfortable with app-based ecosystems like Swiggy or Uber.
GO-to-Market Plan
Early Adopters:
Startup professionals and corporate employees
College students and first-time city movers
Urban commuters seeking reliability and affordability
Launch Phase:
Pilot Cities: Bangalore, Hyderabad, Pune
Channels:
In-app promotion for existing Swiggy users
Social media teasers featuring the mascot
Influencer-driven launch campaign highlighting safety and savings
Marketing Focus:
The core message tying brand trust with safety:
“Ride Safe. Ride Swiggy.”Swiggy Ride Launch Week discounts for first-time users
Visual campaigns featuring bold orange illustrations and motion graphics
Design system
The color palette stays true to Swiggy Orange, maintaining instant recognizability, while the typography and logo structure adapt to the speed-driven identity of the product.
Product Mark
To establish a clear distinction between Swiggy’s other services, the product mark was designed to be eye-catchy, short and palpable without deviating from the current branding.
Colors and Typography
While creating a launch plan, it’s best to stay close to the current brand guidelines so that a brand disconnect can be avoided.
The typeface used is Proxima Nova, which is the primary font of the app and colours are shades of Swiggy Orange and other hues that compliment the primary color.
Product Mascot
The mascot, Velox, represents the spirit of Swiggy Ride. He’s strong, reliable, and always ready for action. His design combines professional riding gear with superhero energy, creating a bold and memorable visual.
What makes Velox stand out is his ride: a small orange scooter. It adds a touch of humor and humility to his otherwise powerful look, making him approachable and relatable while still symbolizing safety and speed.
Conclusion
The GTM framework and design system position Swiggy Ride as a credible, design-led competitor to Rapido and Ola. The concept shows how a trusted brand like Swiggy could extend into mobility while staying visually and emotionally consistent with its existing ecosystem.
