from delivery rider to urban racer

Delivery riders are an indispensable part of modern urban life in China，but delivery riders are rarely seen as skilled professionals in China，

The challenge was to shift this perception without changing the nature of the work itself.

Observation revealed a critical gap: riders often experience “speed” as a demonstration of skill. Navigating dense cities, optimising routes requires precision, control, and expertise.

This insight led to a strategic reframing: transform speed from a negative perception into a source of pride. The brand drew inspiration from Formula One—a field where speed and pressure are globally recognised as markers of professional excellence. By applying the visual language and codes of Formula One to delivery riders, the work redefined their role from labour to performance.

This reframing was expressed through redesigned rider uniforms, communication assets, and a cultural narrative positioning riders as “urban racers.”

The idea also supported by the creation of an industry-wide foundation open to all riders—reinforcing the shift from visibility to recognition.