DaDoo
Approached us with a mission:
«Drastically change the brand and popularize й it among the crowds.»
DaDoo is an online alcoholic beverage, snacks, and all-things-party delivery store.
Everyone loves parties, but not everyone knows about Dadoo. So we decided to turn the brand upside down so that no party could happen without this guy’s presence. The mastermind behind Dadoo was also the one behind the Pink Freud bar. He knew that people go to bars when they want to restore their happiness level. So we started thinking quite seriously about becoming bohemian life dealers.
Task scope:
  1. Name
  2. Slogan
  3. Branding
  4. Themed party boxes
  5. Website
  6. SMM strategy
Name
The success of a great name depends on a well-chosen hidden trigger. We thought about what unites all the parties.
U You – What do you prefer
ZE They – What do they like, your friends or guests
FA Fa – Fantastically!
We will bring everything and we will make various cocktails!
«Arguments unite all parties, цbut you can easily resolve them — with UZEFA.»
DaDoo turned into UZEFA. Everyone knows this name: we associate it with childhood and foolish games.
Slogan
So, now we’ve got an online service that delivers parties to the office, picnic, and home. Any party arguments will be resolved!
What you love, where you want it.
Branding
Where did we come from?
At first, there was a name that described a game played with hands. After that, there was an idea of making ourselves seen.
The red glove is the element of our identics. On the one hand, it has a party vibe and reminds of tight-fitting clothing along with rebellious and vivid latex. On the other hand, it carries industrial elements. Let’s envision the raves on abandoned factories. This combination can be seen in just one simple element. Wear a glove and catch this vibe: take photos, joke around and play rock-paper-scissors on who’s the bartender or the afterparty janitor.
Merch: branding without branding
UZEFA’s identics stood out. We envisioned this kind of guy — a real professional without a perfectionism obsession. That’s how our themed party boxes came about: not the fancy ones, but simple boxes decorated with our brand tape.
This kind of association. Red glove, rough font, and maximum simplicity.
We considered the brand’s growth and imagined that later on, this glove would directly associate with the brand and even replace its letter logo.
«We developed identics that physically interact with the brand.»
Themed party boxes
We looked at the “party is coming to you” slogan and offered to create boxes that would bring that kind of party! Going through many options, we recalled our own parties and what we lacked.
When girlfriends gather for a champagne kind of picnic on a river bank, it always happens that a corkscrew is missing. Or when a crowd gathers for an at-home cocktail party, and they forget about the shaker. Or sometimes you just really need that afterparty bottle of water to battle a hangover in the morning…
We decided to resolve this petty injustice and created special boxes of three kinds:
For a friend group.
For him.
For her.
What’s inside?
— A bottle of strong alcohol;
— Shaker;
— A bottle of mineral water;
— Tic Tac;
— Nuts;
— Branded glove;
— QR code with a party playlist;
— Condoms/eye patches/bright glitter;
— Board game.
«So we decided: we bring alcohol and everything needed for it.»
Website
A bland design changed into a bright one, accompanied by multicolored latex gloves as its signature identics elements.
«You see a glove, and you already know the party is coming to you.»
UZEFA website was filled with high-quality alcohol and new sections: “Party” and “Pet Products.” The first one offered themed party boxes. The second one had everything for your pets. At last, your little friends shouldn’t suffer from your hangover.
SMM strategy
Our social media style is crafted from the lines and buttons repeated on the website + branded red gloves. The color pallet is the following: red, black, and white. The grid is moderately chaotic, without the impression of fake perfection.
All brands try to hide their inscription about “Excessive alcohol consumption.” We saw it as a missed opportunity to create stylish decorations of promo images.
«We turned those usually neglected features into cool ones.»
Now it’s obvious: deer is your Patronus.
That’s why you’ve been giving preference to Jägermeister so often recently. Even rock-paper-scissors are in its favor; it won so often in the past couple of weeks that we decided to give it a major discount, so this party never ends!
And, of course, everybody knows that Jägermeister is a nourishing nectar of 56 herbs that never gives you a headache (but this indeed depends on how many drinks you’ve had in the evening).
No sense in describing it, as it already tops all the charts. We will just say that we’re giving this deer away priced at 350 UAH for the whole damn liter! Not bad, you say?
New rubrics emerged on the page:
UZEFA is.
A temporary rubric for the first 2-3 months of the page’s launch. Building knowledge about a new service.
What are we drinking this week?
Talking about top-rated alcohol that is now on promo.
Spoiled photos.
Blurred party pictures — ambient and bright.
One friend of mine
People love stories, especially when the party excitement goes down and quite a lyrical mood creeps in. Telling stories that happened to our party guests.
Product-oriented.
People have to understand that UZEFA is not just about fabulous parties. That’s why we remind you of things you can buy here gently and playfully.
UZEFA’s page began to resemble an account of an underground party always happening somewhere. We managed to natively talk about alcohol, encouraging users to purchase something from the website. It didn’t become “another brand account” that forcibly sells you something. It became a stylish account that you want to follow. And finally, find this party.
And also, we came up with a bunch of activities with bloggers, opinion leaders, and ambassadors. And thought through the ideas for contests and UGC content.
As a result, we got a brand delivering both the alcohol and the party!
It radically differed from its competitors in the same niche.
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