Design of delivery boxes for Popeyes using the brand's own elements and taking into account the packaging design.
Let's Eat operates Popeyes delivery in Grand Cayman. The brief was to turn the rider backpacks — already moving through the busiest streets of the island every day — into a mobile brand channel rather than a neutral piece of equipment.
Every visible surface of the backpack had to work as a brand asset, but the design also had to stay readable from roughly three meters away for both pedestrians and drivers. We had to maximise coverage without crowding the composition or weakening Popeyes' equity.
We treated the backpack as a small piece of out-of-home media. Surfaces were prioritised by viewing distance and angle, brand assets were re-scaled for legibility on the move, and the color system was tuned to hold contrast under Caribbean sunlight and at night.
Delivery covered full graphic design of the backpack, a brand coverage strategy across every face, 3D modeling and rendering for stakeholder approval, and a final round of visibility and readability optimization before production.
The functional delivery backpack became a moving advertising medium that travels the city with every order, extending Popeyes' brand presence well beyond the restaurant footprint.