In 2022, Uber Eats launched its pilot campaign in Taiwan to enter the ‘Dark Grocery’ market, aiming to meet the daily delivery needs for fresh groceries and essentials.
Our main challenge was naming the ‘Dark Grocer’ in Chinese. After exploring several options, 優市 (pronounced “yōu shì,” meaning “Uber Supermarket”) was chosen.
This name resonated well due to its phonetic similarity to 優勢 (yōu shì), meaning “Advantage,” which carries a positive connotation in Taiwanese culture.
After several rounds of ideation, we saw an opportunity to build what Uber Eats has been using all along – The renowned Uber Eats Brown Paper Bag. It became the key component to establishing the Uber Eats 優市 sub-brand identity. The strength of using this brand asset throughout its promotional materials both online and offline further develops this unique offering and also acts as a differentiating element to Uber Eats.
