About Heygo
HeyGo was born during Malaysia’s pandemic lockdown, a time when dine-in restrictions had paralyzed the F&B industry.
The founders saw an opportunity to digitize the shared dining experience of steamboat (hotpot) and make it accessible at home. They needed a full brand ecosystem that could move fast, feel trustworthy, and stand out in a crowded delivery market.
The Challenge
When lockdowns hit, food delivery platforms multiplied overnight. For steamboat restaurants, the challenge was even greater, their value came from shared, in-person dining, not solo takeaways.
HeyGo needed to convince both restaurants and consumers that steamboat could thrive as a home experience. But without a strong brand identity, no restaurant would risk joining the platform, and no customer would understand what made it different from GrabFood or Foodpanda.
The mission was clear: build trust, identity, and differentiation fast enough to launch, and win partnerships before competitors caught on.The Outcome
HeyGo launched fast, built trust, and created a new delivery niche in the process.
5,000+ app installs in the first 3 months - proving immediate market traction.
High-visibility mascot campaigns boosted awareness and confidence among partner restaurants.
Secured partnership with Klook, extending brand reach and credibility.
Created Malaysia’s first specialized steamboat delivery platform, giving restaurants a new revenue stream during lockdown and beyond.
Our Approach
Foxar Athon was engaged to create HeyGo from scratch, not just a logo, but a complete, connected ecosystem.
- Naming & Brand Identity: Created the name HeyGo - short, friendly, and energetic. It sounded local, approachable, and easy to remember.
- Ecosystem Design: Built everything from appstore visuals to delivery packaging, ensuring every touchpoint carried the same youthful, reliable brand energy.
- Marketing Campaigns: Proposed mascot-led rider activations that doubled as mobile advertising, driving awareness across neighbourhoods.
- Positioning Strategy: Framed HeyGo not as another food app, but as “the home of steamboat delivery.” A specialized platform built for restaurants with a loyal, focused audience - not a generalist marketplace.
