Challenge:

HeyGo, a steamboat delivery app, set out to disrupt the food delivery market by offering a niche, yet beloved dining experience — steamboat at home. The client came to us with nothing but an idea and needed an entire brand identity from scratch, including:

• A memorable and meaningful brand name.
• A cohesive corporate identity (CI) that reflects the warmth and communal spirit of steamboat dining.
  

The key challenge was to create a brand that would stand out in the highly competitive food delivery market while capturing the essence of the steamboat dining experience — togetherness, warmth, and convenience.

Solution:

We built HeyGo from the ground up, crafting a brand that merges cultural relevance, approachability, and innovation — making steamboat at home as easy as saying “Hey, Go!”

1. Brand Naming & Concept Development – “HeyGo”

The name “HeyGo” serves a dual purpose:

• In English, it sounds like a casual, fun call to action — “Hey, Go!” — encouraging users to start their steamboat journey.
• In Chinese, “黑锅” (Hēi Guō) translates to “black wok”, the essential cooking pot used in traditional steamboat dining. This clever wordplay creates a cultural bridge, making the name both meaningful and memorable.

Tagline: “We Carry Your Black Wok” — representing HeyGo’s commitment to delivering everything you need for the perfect steamboat experience, right to your doorstep.

2. Corporate Identity (CI) – Hero-Themed Branding

We crafted a vibrant and playful visual identity, centered around the concept of a steamboat hero — representing HeyGo as the savior of mealtime cravings.

• Logo Design:

  • The logo features an adorable hero character — a playful wok with a smiling face, wielding chopsticks like swords, ready to serve delicious hotpot.
  • The combination of bold Chinese characters (黑锅英雄 – Black Wok Hero) with the modern HeyGo typography highlights the brand’s blend of tradition and modernity.
  • The character design is friendly and approachable, reinforcing the fun, communal nature of steamboat dining.

• Color Palette:

  • Warm hues of orange and black — evoking heat, passion, and the iconic black wok.
  • Accents of white for clarity and contrast, making the brand visually striking.

• Typography:

  • Bold, modern fonts paired with playful, hand-drawn elements, giving the brand a dynamic and energetic feel.