G7 Taxi
- Sectors Transportation
- Services Branding Creative Design Print design
G7 Taxi is a group of three traditional taxi brands: Thành Công Taxi, Ba Sao Taxi, and Sao Hà Nội Taxi, later supplemented by ABC Taxi, all with the aim of leading the Hanoi market. To compete with tech-savvy rivals like Grab and Uber, G7 Taxi enlisted TWS to redesign its brand identity, injecting a breath of fresh, modern air into the merged brand.
The Evolution of G7 and Its Transformation Story
Born amidst the rise of technology-driven taxi services, G7 Taxi emerged from the merger of Thành Công Taxi, Ba Sao Taxi, and Sao Hà Nội Taxi, later joined by additional brands, forming a major player set to dominate the Hanoi market.
In a bold move to create a distinct identity with comprehensive reach, G7 Taxi sought a 360 design package encompassing branding and both indoor and outdoor design elements. This transformation marked a daring and ambitious step for a traditional brand with state ties. Furthermore, G7’s brief was clear: maintain the core of its component brands while embodying the modern spirit of a newly merged entity, garnering approval from at least five governing units within the G7.
TWS and G7 Taxi’s New Brand Identity
Understanding these needs, TWS crafted the G7 logo cluster with a strong layout resembling a key, symbolizing the company’s important role in unlocking a new chapter for convenient transportation services. Moreover, the stylized X in “Taxi” served as a distinctive motif for office equipment.
In terms of color, TWS opted for basic hues for easy application across a large fleet of vehicles, ensuring durability against Hanoi’s harsh weather conditions (rain, storms, intense sunlight).
The number 7, stylized as an arrow pointing forward, symbolized a forward-looking change. Notably, for the first time in Vietnam, fare rates were condensed onto small rear window stickers, ensuring customer clarity without obstructing their view, a design skill achieved uniquely through TWS’s collaboration with G7.
Impressive Results
The leadership of G7 Taxi approved the modern design proposal by TWS, highly praised for its practicality. G7 Taxi debuted with a standout brand identity, meticulously consistent across all platforms. Consequently, the customer experience with the brand saw noticeable ỉmprovement.
