Bringing Drone Delivery Down to Earth
The future of drone delivery delayed due to inclement branding
In 2012, Wing was conceived inside Google Labs. Since then, Wing's drones have completed over 450,000 fast, convenient, eco-friendly residential deliveries on three continents.
With plans to enter new markets across the United States and expand partnerships with DoorDash and Walmart, Wing wanted awareness to soar. The only problem was that the brand and web experience appeared interminably grounded.
Elevating the brand's positioning with a new flight path
Our market research was full of mixed messages. Overall, it revealed that improved familiarity with drone delivery increased a customer's likelihood to consider drone delivery. But wait...
50% of customers then said that 'nothing', not even improved familiarity, would increase their likelihood to consider drone delivery. But wait...
88% of customers then said 'yes' or 'maybe' to considering drone delivery in the future 🤯🤯🤯
Why were customers overwhelmingly open to using drone delivery in the future, but convincingly closed to considering it in the present?
Our conclusion: In a world of same-day delivery, speed and convenience are already table stakes. Customers didn't understand what kind of situations warranted a speedier option.
Laying the foundation for a new storytelling launchpad
You worked late, but slept through your alarm, and now there's no time to brew or pick up coffee. How do you get your caffeine fix in THAT moment?
To humanize our product, Wing needed to be more than just another fast and convenient delivery service. It was vital to contextualize the moments when the IMMEDIACY and DIRECTNESS of drone delivery made all the difference to a customer's peace of mind.
Spreading our wings with Wing.com
Bokeh partnered with our friends at Study Hall to bring the refined positioning strategy and revitalized storytelling approach to life online. With a new color palette and refreshed illustration system, our redesign for Wing.com makes drone delivery approachable and connects the dots between the brand's promise, purpose, and product. Whether you are a tech enthusiast or a busy family, Wing wants everyone to see themselves using drone delivery.
As for prospective partners, Wing demonstrates how adaptable and simple it can be to integrate drone delivery into your business.
