Doshii – Reducing friction between customers and hospitality
Connecting POS systems to online orders to reduce double handling and wrong food orders.
Shadowboxer
2022
Scope: Market positioning, Pricing strategy, Brand, Web and content design, Brand collateral, Photography Direction
Team: Design Director (me), Creative Director (copy), Development (Doshii)
Note: I joined the team post-strategy phase and started with initial brand components designed by our Design founder.
Explore Doshii
It’s frustrating when a food delivery turns up late or wrong. The common issue is that hospitality venues don’t have an easy way to connect online orders to their POS, making room for human error and double handling. So we helped fix that.
Doshii exited to Commonwealth Bank of Australia for $25m (ASX: CBA) in 2022.
We had a mission: to empower hospitality workers and help venue owners take control of their tech-integrated future. We built a brand that speaks specifically to the passion and personality inherent in the hospitality industry – a brand filled with vibrant colours and playful, emotive language designed for our hospitality heroes.
Emphasising usability, the new Doshii uses strong, attention-grabbing colours and hospitality- (rather than tech) focused language to make our offering, its value, and its potential benefit to hospitality venues clear and easy to understand. Our hard work paid dividends, with our post-rebrand campaign generating over 8.5 million impressions–171% above target–and our new ads yielding higher engagement. More customers are now spending more time on our site and subscribing to our service–a pretty delicious result!
Doshii was recognised as a winner (Communication, Branding and Identity) by the Good Design Awards in 2022.
