Swiggy

#swiggster - Graphic Design at Swiggy

#swiggster Graphic Designing at Swiggy

A Internship Report submitted to Department of Fashion Communication NIFT- Bangalore In partial fulfillment of the degree of Bachelor’s of Design in Fashion Communication Guided by Mr. K C Prashanth Associate Professor, NIFT Bangalore Submitted By Dibyajyoti Kalita FC-VII, 061275500012

Department of Fashion Communication National Institute of Fashion Technology Bangalore - 560102 1

Image Courtesy - Creative Commons (flickr) https://www.flickr.com/photos/ometsynsky/14251082945/

#swiggster - Graphic Design at Swiggy

4

#swiggster

/’internship report’/ noun

1) refers to any employee of Swiggy India (Bundl Technologies Private Limited).

2) they are usually fun, creative and sweet and always up for yummy food.

3) can’t be found in any other organization but Swiggy. (no brownie points for guessing that)

use

Dibyajyoti Kalita was a #swiggster who was involved with Social Media and Promotions in Swiggy for 8 weeks.

JOINING LETTER

RELIEVING LETTER

#swiggster - Graphic Design at Swiggy

WHAT IS INSIDE? 8

#swiggster - Graphic Design at Swiggy

1. Joining letter 2. Relieving letter 3. Certificate from the mentor 4. Acknowledgment 5. Company Profile 6. Introduction 7. Organizational Structure 8. Departments within the company 9. Flow of information & process flow 10. Clients of swiggy 11. competitive analysis 12. project showcase format 11. Internship Projects Details 12. PROCESS OF developing a post 12. My learning 13. Reference/Bibliography

9

- 06 - 07 - 10 - 11 - 12 - 13 - 14 - 16 - 18 - 20 - 21 - 22 - 23 - 26 - 62 - 63

#swiggster - Graphic Design at Swiggy

This is to certify that the Industry Internship titled “#swiggster - Graphic designing at Swiggy� is a record of work done by the student, Dibyajyoti Kalita, 061275500012 as a Regular student for the degree of B.Des Fashion Communication during the period of May 25, 2014 to July 17, 2014; which represents as independent work and does not form the base for any previous work.

PLACE: Bangalore DATE :

Under the Guidance of,

K C Prashanth,

----------------------- (External Jury Member)

Associate Professor Department Of Fashion Communication National Institute of Fashion Technology Bangalore - 560102.

----------------------(External Jury Member)

-----------------(External Jury Member)

-----------------------(External Jury Member)

CERTIFICATE 10

#swiggster - Graphic Design at Swiggy

Industry Experience is a term given to the 8 weeks of compulsory internship that every NIFTian has to undergo after winding up the 6th Semester. It is a part of the academic curriculum and therefore isn’t unavoidable.

Like every other fellow students of mine, I had to intern too. The eight weeks of internship at Swiggy, a food delivery application, under the banner of Bundl Technologies Pvt Ltd, wouldn’t have been a smooth ride without the help of many people.

At the very outset, my heartiest gratitude extends to Aditya Radhakrishnan, Head of Off-line Marketing at Swiggy, who gave me the opportunity to work with one of the coolest start-ups of today. His belief in me made him hire me as an intern for these eight weeks. My gratitude also extends to Shailendra Singh Rana, my mentor at Swiggy, who guided me throughout the work-culture of Swiggy and make me get acquainted with the whole culture in no time. His contribution in making this internship of mine a success is the maximum.

I would also like to thank my fellow Graphic Designer, Arjun Mulky, for his undivided attention in pointing out my flaws and correcting them for better output throughout this internship. Also, the belief that Harsha Majety, Chief Executive Officer of Swiggy, had in me kept me motivated throughout the internship.

My endearing gratitude also extends to my once-upon-a-family at SwiggyRahul Ajit, Abhijit JK, Aditya Vikram, Ashish, Aditi Nayar and Asha Bhat for helping me out when I needed them.

At length, my heartwarming greetings extend to B Raja, Centre Co-ordinator, Dept of Fashion Communication and my mentor for this internship, Mr KC Prashanth, Associate Professor, Dept of Fashion Communication for their support and guidance throughout my internship.

Regards, Dibyajyoti Kalita NIFT Bengaluru

ACKNOWLEDGMENT 11

#swiggster - Graphic Design at Swiggy

Company- Swiggy Type- Food Delivery App Registered as- Bundl Technologies Pvt. Ltd. Headquarters- 4th Floor, 2nd Tower, Maruthi Chambers, Near Silk Board flyover, Roopena Agrahara, Bengaluru- 560068 Operating Cities- Bengaluru, Gudgaon, Hyderabad, Delhi, Mumbai and Pune Next Launches in- Chennai, Guwahati, Bhopal, Indore and Trivandrum Founded by- Nandan Reddy, Sriharsha Majety and Rahul Jaimani Platform Available on- Android and iOS Founded on- August1, 2014 Current Tagline- Big or Small, Swiggy Delivers it All! Funded by- Norwest Venture Partners, SAIF Partners and Accel Partners

Screen-shot of Swiggy App Swiggy has recently changed its logo. The new logo of Swiggy is inspired by the pin icon of Google Maps and is modified to form the letter S. The logo which is designed by Beard Designs, Goa stands for the omnipresence of Swiggy in the citties where it extends its services and also the precise delivery strategy.

COMPANY PROFILE 12

#swiggster - Graphic Design at Swiggy

Screen-shot of Swiggy Website Swiggy is a food delivery app which is currently functioning in Bangalore, Delhi, Hyderabad, Gudgaon, Pune and Mumbai. Based in Bangalore, this food delivery start-up is a brainchild of three IIM alumni- Nandan Reddy, Sriharsha Majety and Rahul Jaimani.

Swiggy has been termed as the best food delivery service by the Economic Times lately. What started as a random idea in a weekend conversation amongst a few IIM alumnis is now one of the coolest and most successful startups that India has seen in recent times.

Swiggy is a brand that falls under the umbrella of Bundl Technologies Pvt Ltd. Swiggy started off as a random idea in a conversation which ultimately turned out to be one of the successful start-ups of India in recent times. Swiggy has got fundings from Accel Technologies and the likes in order to broaden their presence in the country and is planning to launch in Tier-2 cities in near future.

PROCESS When a consumer places an order for food delivery from the restaurants in the vicinity through the Swiggy App or through the website, the delivery boy in the vicinity receives a message through another dedicated app for the fleet which notifies that a order has been placed in the restaurant. The details of the order are provided in the notification too. The delivery boy then reaches the restaurant and pressed the ‘Arrive’ button in the other app.

This notifies the consumer that the delivery guy has arrived and is waiting to pickup the order. When the order is ready, he picks it up after making the payment then and there and heads to the destined address set by the consumer in the Swiggy app. When he reaches the location, the consumer is given a call to inform about the arrival of his/her order.

Swiggy is currently headquartered at Maruthi Chambers, Near Silk Board Flyover in Bangalore and has operating offices in Mumbai, Hyderabad, Gudgaon and Pune. Swiggy is looking into penetrating into Patna, Guwahati, Lucknow, Chennai, Trivandrum, Srinagar, Gandhinagar, Bhopal, Indore and Dehradun.

What makes Swiggy different from all the food delivery services is the presence of Swiggy’s own delivery fleet who ensures the delivery of food from the nearest restaurants to the customer within a maximum time period of 45 minutes.

The Swiggy app features a live tracking option where the consumer can keep tracking the delivery boy who is bringing the food and be ensured about the delivery.

If the payment is not done already, the delivery guy takes the payment and serves the order. A confirmation mail and a message is sent to the consumer when the delivery guy hits the ‘Order Delivered Successfully’ in his app. To avoid any hassle, the Swiggy app allows the user to place an order only after he/she has registered his/her phone number and email address through the app or the website.

This is how the delivery of food is carried out hassle-free and efficiently through Swiggy.

INTRODUCTION 13

#swiggster - Graphic Design at Swiggy

Co-founders (L-to-R): Nandan Reddy, Sriharsha Majety, Rahul Jaimani

Co-Founders[ Nandan Reddy, Sriharsha Majety and Rahul Jaimani Marketing Team Head, Off-line Marketing- Aditya Radhakrishnan Head, Marketing- Aditya Vikram Head, Online Marketing- Ashish Verma Head, Social Media Marketing- Aditi Nayar Graphic Designer- Abhijit JK and Arjun Mulky Content Writer- Rahul Ajit Web Developer- Sarangh S Marketing Executive- Shruti Gowda Design Intern- Dibyajyoti Kalita Tech Team Senior Software Engineer- Vinit Bothra Sales Team Sales Head- Frinson Francis Sales Manager- Suraj Shashidhar Expansion Team Launch Manager- Siddharth Pareek Support Team Manager, Training- Chithra Joseph Singh Operations Team General Manager- Nishanth M Varghese Manager, Operations- Disha Shah Assistant Operations Manager- Ankit Paul Vice President, Operations- Bongu Bharat Catalogue Manager- Sarah Nadeem Product Management- Shrinath Nagarajan Operations Manager- Avinash Mohanraj, Akhilesh Gupta Strategy Manager- Rajesh Rabha Human Resource Executive- Asha Bhat Senior Manager, Catalogue - Sriram Rao

As on 15th July, 2015

ORGANIZATIONAL STRUCTURE 14

#swiggster - Graphic Design at Swiggy

The Marketing Team,Swiggy

15

#swiggster - Graphic Design at Swiggy

Swiggy, the food startup that is based out of Bangalore, is quite young. Swiggy completes successful two years of lighting fast delivery in five cities in India this August.

delivery. Initially the tech team comprised of a very few members and most of the framework of the website was achieved by this efficient group of people. Everything seems to be on the go these days, which brought in a necessity of a mobile application for Swiggy. This brought in the necessity of Android developers to develop an Android application for Swiggy to make this an on-the-go service. This roared in traffic for Swiggy. Orders started stepping in and there arose a necessity of an iOS application too.

Swiggy’s work environment is primarily composed of six various departments. An insight into the departments of Swiggy is provided as follows.

Marketing Team When I joined Swiggy as a design intern The Marketing Team of Swiggy comprised of merely eleven people. Aditya Radhakrishnan headed the marketing team back then. As Swiggy kept expanding, the need for human resource kept growing over the period of time. Four new members joined the Marketing team. Deep and Manjunath joined as Assistant Graphic Designers. On the other hand Ashish Verma and Aditya Vikram joined in as Head of Online Marketing and Head of Marketing respectively. Since Swiggy is still in its growing phase, the pivotal role of the marketing team was to establish a distinct identity of Swiggy in the minds of its consumers.

When Swiggy enters a new city, the marketing team magistrates the establishment of Swiggy as a brand and make Swiggy a prominent brand in the eyes of the consumers.

After sleepless nights and long nights of coding, Swiggy finally stepped in the iTunes Store too. Now, Swiggy can be accessed through desktop/laptop through a web browser, Android smart-phone and iPhones.

Now, the tech team is constantly working on the developing the mobile as well as the desktop platform. New features like Live Tracking, Customer Feedback are added to make Swiggy a better platform for ordering food and the efficient tech team of Swiggy makes sure that they leave no stone unturned to make Swiggy better each day.

Sales Team Swiggy works in collaboration with restaurants. More than 2000 restaurants are in board with Swiggy and the number keeps increasing as Swiggy keeps expanding into newer cities and platforms. The sales team keeps the collaboration between the restaurants and Swiggy going on, adding newer restaurants and broadening the functioning arena of Swiggy.

The sales team of Swiggy makes sure that the relationship between the restaurants and the company. Addition of newer restaurants is the pivotal role of the sales team which is also monitored by the marketing team in order to maintain a smooth work flow.

It is the hard work of the Sales Team which helps Swiggy in broadening their operating zone and consumer database.

Which started as a small venture in Bangalore, is now operating in a large scale in six cities and the expansion never seems to cease due to the integrity and hard work of the sales team.

The sales team keeps a vigilance on the restaurants that are on-board with Swiggy and also helps in keeping the relationships intact.

During my tenure at Swiggy, the brand saw its launch in three cities Delhi, Mumbai and Pune. The launch in new city is teased in the social media through a series of countdown post. The team makes strategies to initiate the launch and make it a successful venture. Innovative strategies are planned and executed on the day of the launch. Swiggy believes in doing everything in a grand way so that it leaves a distinct amount of after effects which works in favor of the company.

While launching in Mumbai, Swiggy associated with the famous Dabbawallas of Mumbai. A special one-to-one interaction was held between the delivery fleet of Swiggy and the Dabbawallas.

Swiggy also tied up with them to gift a token of appreciation to the dabba users for welcoming Swiggy into the city. This strategy fetched Swiggy quite accolades and was featured in various leading daily newspapers including The Economic Times. Swiggy also initiated a `1 Vadapav Campaign in Mumbai and later in Pune which earned huge accolades too.

Tech Team The tech team is the team which has all the hands behind the development of Swiggy as an online platform of food

Expansion Team The expansion Team and the sales team goes hand in 16

#swiggster - Graphic Design at Swiggy

hand. It is the constant endeavor of the expansion team to take Swiggy too a higher notch and make it a nationwide phenomenon. The expansion team was not needed until Swiggy decided to expand its food delivery service beyond Bangalore. When Swiggy started rising up from being just another startup because of the passion and indefinite love for food, the masterminds behind the company decided to take it up a notch. The expansion team, after weeks of research and background checks, decided Gudgaon to be a good place to start Swiggy services.

Gudgaon is a developing city where the youth covers up 56% of the population. Due to the recent establishments of various companies in the city, Gudgaon has turned into the new commercial hub of the nation. According to a few online youth portals, the youth prefers to order food home as cooking seems to be hectic job after working from 9 to 7 and the idea of eating out doesn’t seem to be feasible option as they already get too lethargic to get out. Besides, the transportation at night costs a bomb and nobody wants to shed off the hard-earned money everyday on travel expenses.

On the other hand, food has always been a necessity since the beginning of mankind.

Here comes the necessity of a food delivery service. Here comes the necessity of Swiggy. Swiggy was introduced in Gudgaon and the tremendous support that it received brought in accolades, fame and financial support for the startup.

Seeing the success of Swiggy in Gudgaon, plans were made to get it launched in newer cities and now the expansion team has successfully expanded the services of Swiggy to Hyderabad, Mumbai, Delhi and Pune respectively.

Support Team The Support team works for building up the consumers’ relationship with the Swiggy and making sure that the Swiggy users doesn’t face any kind of anomalies while ordering food from their favorite restaurants around.

The Support Team functions as the customer relationship wing of Swiggy. If any consumer or restaurant faces any problem while placing the order or delivering the order to the consumer, the Support Team makes sure that the complaints or from their favorite restaurants around.

The Support Team functions as the customer relationship wing of Swiggy. If any consumer or restaurant faces any problem while placing the order or delivering the order to the consumer, the Support Team makes sure that the complaints or the disputes are rectified.

Majority of the complaints that have been registered with the customer support of Swiggy are about the application failures due to busy servers or a bit delay in getting the order by the Swiggy users. Swiggy is still growing and servers gets nonresponsive at times. But, with the arrival of one of the best teams of technicians and the help of the support team, that issue seems to have resolved to a great extent.

If there is any delay in getting the food delivered to your doorstep, a call to the support team would suffice. Swiggy believes in keeping every segment of work under its own umbrella. The Support Team isn’t hired through any other

BPOs or Call Centre Services. Instead, Swiggy has its own fleet of support teams who constantly work on developing Swiggy as a food delivery service, especially when there are numerous food delivery applications and websites budding up in the entire country. Swiggy also believes in customer satisfaction and loyalty. Every time some unwanted anomalies happen with any order, the Support Team makes sure it is rectified within the blink of an eye. In case, something gets really screwed up with an order, Swiggy makes sure to gift a coupon card with a personalized apology letter as a compensation of breaking the promise of lightning fast delivery.

Operations Team The Operations team at Swiggy looks over the entire functionality in the organization. It acts as the monitoring wing of the organization. The operations team keeps the proceedings between the various departments of the company.

When an organization is run with the amalgamation of various departments, it needs to be monitored in order to avoid anomalies.

The Operation Team works as an intermediate source of information between the various sections of Swiggy. Starting from managing the delivery fleet of Swiggy to maintaining the order history of the restaurants is what the operation team expertises in. This team basically deals with the ground work for the company. Without the Operation Team, the organization shall fall apart as there would be no entity to maintain a decorum and flow of information in between the different departments of Swiggy.

DEPARTMENTS IN SWIGGY 17

#swiggster - Graphic Design at Swiggy

CHIEF EXECUT

MARKETING MANAGER

MARKETING (HEAD, OFFLINE)

SALES HEAD

MARKETING (HEAD, ONLINE)

ZONAL SALES MANAGER AREA SALES MANAGER

MARKETING ASSOCIATE SALES TEAM CONTENT WRITER

SOCIAL MEDIA HEAD

SENIOR GRAPHIC DESIGNER GRAPHIC DESIGNER

GRAPHIC DESIGN (INTERN)

that’s me! :)

18

#swiggster - Graphic Design at Swiggy

TIVE OFFICER

OPERATIONS MANAGER

CATALOGUE MANAGER

TECH TEAM LEADER

SOFTWARE DEVELOPERS

PRODUCT MANAGER TS

EN

EM

R UI

Q

OPERATIONS TEAM

N

IG

S

DE

RE

TECH SUPPORT TEAM

TEAM LEADER

CALL EXECUTIVES

Marketing Team Support Team Sales Team

FLOW OF INFORMATION

Operations Team Tech Team

19

#swiggster - Graphic Design at Swiggy

Swiggy is a food delivery service which serves as the connecting link between the restaurants in the vicinity of the user and the Swiggy users.

The primary client of Swiggy are the restaurants. Swiggy gets associated with various restaurants in the area where the service of this delivery startup exists.

Restaurants

The restaurants which are on-board with Swiggy are displayed through location specific search results in the website.

The consumer then places the order through Swiggy. Swiggy updates the restaurant about the new order and informs the delivery fleet about the order.

The nearest delivery boy goes ahead and picks up the order and then gets it delivered to the customer.

Swiggy Users

Thus, Swiggy serves as a medium between the restaurants and consumers.

The end client of Swiggy are the consumers of food ordered through Swiggy who are served through the restaurants.

CLIENTS OF SWIGGY 20

#swiggster - Graphic Design at Swiggy Statistics according to Google PageRank (webuka.com).

The chart is not to scale. It is to show the comparative analysis.

$1000000 -

Net Worth - $131,000 Global Rank - 277397 Headquartered in London.

Net Worth - $69,662 Global Rank - 15001 Headquartered in Bengaluru.

$1000 $0 -

COMPETITIVE ANALYSIS 21

HOLACHEF

Net Worth - $33,640 Global Rank - 38644 Headquartered in Mumbai.

Net Worth - $30,859 Global Rank - 27545 Headquartered in Bengaluru.

FRESHMENU

$10000 -

Net Worth - $47,326 Global Rank - 30427 Headquartered in Mumbai.

TINYOWL

swiggy

justeat

$100000 -

Net Worth - $313,480 Global Rank - 638 Headquartered in Gudgaon.

ZOMATO ORDER

FOODPANDA

Net Worth - $391,949 Global Rank - 6707 Headquartered in Berlin.

#swiggster - Graphic Design at Swiggy

Serial number of project Title of the project

Week in which the project was done

The finalised post as per the brief.

Description of the brief, concept, size and the softwares used.

project showcase format 22

Brand Fonts#swiggster - Graphic Design at Swiggy Clear Sans (R/B) Ff Enzo Sansita One Basic title font

Graphic Design Projects in Swiggy.

By Dibyajyoti Kalita Graphic Design (Intern)

PROJECT DETAILS 23

#swiggster - Graphic Design at Swiggy

DEVELOPMENT OF POSTER GRAPHICS

Brief Graphics for hiring new employees in the Tech Team of Swiggy Concept To lure the new techies to be a part of Swiggy, the coding aspect of Matrix Poster is used and instead of numbers, food vector icons are shown being formulated to keep Swiggy’s essence intact.

Inspiration The Matrix (a 1999 movie) Software(s) Used CorelDraw X3 and Adobe Photoshop CS6 (Size- A3)

24

1

(Week 1)

#swiggster - Graphic Design at Swiggy

DEVELOPMENT OF SOCIAL MEDIA POST

Brief Facebook post to announce the successful completion of a week’s service in Jubilee Hills, Hyderabad Concept A eye-catching poster inspired by the Retro Bollywood Genre which is a favorite in Hyderabad.

Inspiration 90s Hand-painted Movie Posters Software(s) Used CorelDraw X3 and Adobe Photoshop CS6 (Size - 1024x768 px)

25

2

(Week 1)

#swiggster - Graphic Design at Swiggy

Brief Facebook post to announce the successful completion of a week’s service in Jubilee Hills, Hyderabad Concept A eye-catching poster inspired by the Retro Bollywood Genre which is a favorite in Hyderabad.

Inspiration 90s Hand-painted Movie Posters Software(s) Used CorelDraw X3 and Adobe Photoshop CS6 (Size - 1024x768 px)

The motive of this social media post was to announce the successful completion of a week’s service in Jubilee Hills, Hyderabad.

The post was supposed to go on social media sites. Since, each of the social media websites support different resolutions of images, it is important for the designers to know the social media website where this post is to be uploaded.

Once the social portal is found out, the size and resolution that we would be working on becomes clear. Since this post is for Facebook, we are looking at a resolution of 300 dpi with a dimension of 1024 pixels x 768 pixels.

Mr. Shailendra Singh Rana, my mentor at Swiggy, came up with the concept of designing this post as a Bollywood Retro movie poster.

The first element that was apt for this concept was a sunburst in the background. Inspired by the famous Hyderabadi Haleem, two brown shades are used to create the sunburst. The lighter shade is RGB (167,121,1) and the darker shade is RGB (124,164,1).

The main copy text was provided by the Content Manager (Rahul Ajit) which was <Swiggy completes 7 successful days in Hyderabad>.

Cheerful Font, a retro themed font, which also looks like a LED lit banner is used to add to te vibe of the post.

process of developing a post 26

#swiggster - Graphic Design at Swiggy

A certain image was needed on the left of the post to complement the text on the right. Since Swiggy delivers it all, putting an imagery of just a single cuisine wouldnâ&#x20AC;&#x2122;t put the correct message across.

So a combination of American fast food (burger, a pair of chicken wings and french fries), an Indian dish (the famous Kolkata Kaati roll) and a dessert (ice cream float) was used. The images were posterised to give it a hand-painted vibe.

A comic explosion bubble was used to give a shout-out effect highlighting Swiggyâ&#x20AC;&#x2122;s presence in Jubilee Hills, Hyderabad.

Also, the visual identity of Swiggy is placed at the top left corner of the post.

The final look of the post is derived by combining the copy text, the accent colors in the background, the brand visual identity, the explosion bubble and the food images. Since, this post was a part of Swiggyâ&#x20AC;&#x2122;s #hungryhyderabad campaign, the hashtag is mentioned in the top right corner to complement the brand identity on the left.

27

#swiggster - Graphic Design at Swiggy

FACEBOOK POST FOR BHUKKAD

Brief Facebook post for promoting Bhukkad Mealbox Concept Make Bhukkad Mealbox the next big thing and highlight it as the star offering for the week.

Inspiration Movie poster.

Software(s) Used CorelDraw X3 and Adobe Photoshop CS6 (Size - A4)

28

3

(Week 2)

#swiggster - Graphic Design at Swiggy

SOCIAL MEDIA POST FOR ACCELHACK

Brief Facebook post to announce Swiggyâ&#x20AC;&#x2122;s association with AccelHack, a coding competition.

Concept The foodie meets the coding tycoons Inspiration Minimalistic Posters (by Akshar Pathak) Software(s) Used CorelDraw X3 and Adobe Photoshop CS6 (Size - 1024x768 px)

29

4

(Week 2)

#swiggster - Graphic Design at Swiggy

GRAPHICS FOR TEACUPS (BRANDING exercise)

30

5

(Week 2)

#swiggster - Graphic Design at Swiggy

Brief Graphics for portable teacups to be served to consumers via tea-stalls in corporate arena.

Concept A design that is quirky and at the same time expressive enough to denote what Swiggy does.

Inspiration Stain from hot beverages.

Software(s) Used CorelDraw X3

31

#swiggster - Graphic Design at Swiggy

FACEBOOK POST FOR BHUKKAD

Brief Facebook push for Bhukkad Mealbox Concept No specific concept.

Inspiration Ad for supermarkets Software(s) Used CorelDraw X3 (Size - 1024x768 px)

32

6

(Week 2)

#swiggster - Graphic Design at Swiggy

FACEBOOK POST FOR CHAMPION’S LEAGUE

Brief Facebook post for Champions’ League finale.

Concept A eye-catching poster that involves food and football.

Inspiration Vector Art Software(s) Used CorelDraw X3 and Adobe Photoshop CS6 (Size - 1024x768 px)

33

7

(Week 2)

#swiggster - Graphic Design at Swiggy

8

co-branded flyer

(Week 2)

TRUFFLES NOW HAS A SPEEDY DELIVERY PARTNER

LIGHTNING FAST DELIVERIES

PAY VIA CASH/ ONLINE

NO MINIMUM ORDER

Use code SWIGGY75 to get Rs. 75 off on your order of Rs. 150 or more

APP AVAILABLE ON: ORDER ONLINE ON: WWW.SWIGGY.COM *For full list of T&Cs, please visit: www.swiggy.com/offer-terms

Brief Flyer for promoting Truffles’ association with Swiggy, around Koramangala Concept An advertorial promoting Truffles’ new delivery partner Swiggy.

Inspiration Suggested by Senior Graphic Designer Software(s) Used Adobe Illustrator CC (Size - A5)

34

#swiggster - Graphic Design at Swiggy

co-branded poster

9

(Week 2)

TRUFFLES

NOW HAS A SPEEDY DELIVERY PARTNER

LIGHTNING FAST DELIVERIES

PAY VIA CASH/ ONLINE

NO MINIMUM ORDER

Use code SWIGGY75 to get Rs. 75 off on your order of Rs. 150 or more

APP AVAILABLE ON: ORDER ONLINE ON: WWW.SWIGGY.COM For full list of T&Cs, please visit : www.swiggy.com/offer-terms

Brief Flyer for promoting Truffles’ association with Swiggy, around Koramangala Concept An advertorial promoting Truffles’ new delivery partner Swiggy.

Inspiration Suggested by Senior Graphic Designer Software(s) Used Adobe Illustrator CC (Size - A5)

35

#swiggster - Graphic Design at Swiggy

delhi launch facebook post

36

10 (Week 2)

#swiggster - Graphic Design at Swiggy

Brief Facebook teaser post to announce Swiggyâ&#x20AC;&#x2122;s launch in the capital of India Concept Taking certain heritage sites of Delhi and promoting the launch through countdown.

Inspiration Teaser posts for Postmates Software(s) Used Adobe Photoshop CS6 (Size - 600x600 px)

37

#swiggster - Graphic Design at Swiggy

delhi launch facebook post

38

#swiggster - Graphic Design at Swiggy

HYDERABAD HALEEM TEASER

Brief Facebook/Instagram teaser post for Hyderabad Haleem Event.

Concept A teaser which would gather inquistiveness in the minds of Hyderabad foodies.

Inspiration The phrase- “What’s Cooking?”

Software(s) Used CorelDraw X6 (Size- 600x600 pixels)

39

11

(Week 2)

#swiggster - Graphic Design at Swiggy

#LOVEWINS LOGO

12 (Week 2)

Brief Facebook post for #lovewins (supporting legalisation of gay marriage) campaign Concept To extend support to the decision of US Govt. to legalise gay marriage.

Inspiration Colors of Rainbow (the colour of LGBT community) Software(s) Used CorelDraw X3 (Size - 600x600 px)

40

#swiggster - Graphic Design at Swiggy

FACEBOOK POST FOR DELHIâ&#x20AC;&#x2122;S LAUNCH

Brief Facebook post to announce availability of breakfast in Swiggy Concept A quirky concept and something to with doodles.

Inspiration Doodles by kids.

Software(s) Used Adobe Photoshop CS6 (Size - 600x600 px)

41

13 (Week 2)

#swiggster - Graphic Design at Swiggy

POSTER FOR MOTIVATING DELIVERY FLEET

14

(Week 3)

Brief A motivational poster for the Delivery Fleet of Swiggy Concept Lure them into the benefits of being the best delivery boy.

Inspiration Employee Rewards Mailer by Walmart Software(s) Used Adobe Illustrator CC (Size - A4)

42

#swiggster - Graphic Design at Swiggy

FACEBOOK POST FOR EATONOMIST

Brief Facebook post for promoting Delhi’s most acclaimed restaurant, Eatonomist.

Concept An informative poster about the benefits of Eatonomist’s food.

Inspiration Global Vegan Cuisine.

Software(s) Used CorelDraw X3 (Size - 600x600 px)

43

15 (Week 3)

#swiggster - Graphic Design at Swiggy

POSTER FOR MOTIVATING DELIVERY FLEET

16 (Week 3)

24X7 FOOD DELIVERY FROM RESTAURANTS NEAR YOU LIGHTNING FAST DELIVERIES | PAY ONLINE/CASH ON DELIVERY | NO MINIMUM ORDER

Order from these restaurants in New Gurgaon IDLISS BASKIN ROBBINS BEYOND BREADS KNIGHT RIDER BIKANERVALA NYC PIE CAPTAIN BILLS DELIVERS THE DAILY CURRY CRUSTY GOURMET PIZZAS & MORE WANGCHUKâ&#x20AC;&#x2122;S LADAKHI KITCHEN

and many more

011-300-18182

Brief Flyer for promoting association of restaurants. (Area specific) Concept A generic flyer format for promoting Swiggy.

Inspiration Flyers by DineOut Software(s) Used Adobe Illustrator CC (Size - A5)

44

#swiggster - Graphic Design at Swiggy

24X7 FOOD DELIVERY FROM RESTAURANTS NEAR YOU LIGHTNING FAST DELIVERIES | PAY ONLINE/CASH ON DELIVERY | NO MINIMUM ORDER

011-300-18182

24X7 FOOD DELIVERY FROM RESTAURANTS NEAR YOU LIGHTNING FAST DELIVERIES | PAY ONLINE/CASH ON DELIVERY | NO MINIMUM ORDER

Order from these restaurants in Old Gurgaon BIRIYANI PARADISE DILLI LIGHT EATONOMIST GULAB WALA GUPTAâ&#x20AC;&#x2122;S RASOI and many more

011-300-18182 45

#swiggster - Graphic Design at Swiggy

hyderabad haleem facebook post

Brief Facebook post for promoting the availability of Irani Haleem on Swiggy.

Concept A photograph of Haleem promoting the Irani Haleem.

Inspiration Movie Poster Format Software(s) Used Adobe Illustrator CC (Size - 1024x768 px)

46

17

(Week 2)

#swiggster - Graphic Design at Swiggy

bengaluru hoarding design

Brief Design Development for the Billboard Concept A design revolving around the exclusive attributes of the Swiggy mobile application .

Inspiration Doodle on Paper Software(s) Used CorelDraw X3 (Size - A0)

47

18 (Week 2)

#swiggster - Graphic Design at Swiggy

post on the swiggy advantage

Brief A facebook post on the advantages of Swiggy.

Concept No Parking Issue Inspiration Slice of life.

Software(s) Used Adobe Illustrator CC (Size - 420mm x 297mm)

48

19

(Week 3)

#swiggster - Graphic Design at Swiggy

iim- bangalore coupon design

20 (Week 3)

#FREEFOOD Use SWIGGY75

Use SWIGGY75

Use SWIGGY75

www.swiggy.in

www.swiggy.in

www.swiggy.in

and avail a free breakfast!

and avail a free breakfast!

Brief Coupon Design Development for the IIM-B Annual Fest Concept A design highlighting the lingo of youth.

Inspiration Youth and Food Software(s) Used Adobe Illustrator CC (3.5” x 2.5”)

49

and avail a free breakfast!

#swiggster - Graphic Design at Swiggy

iim- bangalore coupon design - 2

Brief Coupon Design Development for the IIM-B Annual Fest.

Concept Food that delights.

Inspiration Illustrative and Appealing Vector Art Software(s) Used Adobe Illustrator CC (Size - 3.5â&#x20AC;? x 2.5â&#x20AC;?)

50

21 (Week 3)

#swiggster - Graphic Design at Swiggy

newspaper ad for delivery fleet

22 (Week 3)

Brief Employment Advertisement in daily newspaper Concept A testimonial depicting benefits of joining Swiggy.

Inspiration Flyers for Paying Guests in Bangalore Software(s) Used Adobe Illustrator CC (Size - 3cm x 5cm)

51

#swiggster - Graphic Design at Swiggy

post dedicated to michael jackson - 1

Brief Facebook Post to remember Michael Jackson on his death anniversary.

Concept A personality larger than any words spoken about in his praise.

Inspiration The phrase â&#x20AC;&#x2DC;Pen-Pictureâ&#x20AC;&#x2122; Software(s) Used Adobe Illustrator CC (Size - 1024px x 920px)

52

23 (Week 3)

#swiggster - Graphic Design at Swiggy

post dedicated to michael jackson - 2

Brief Facebook Post to remember Michael Jackson on his death anniversary.

Concept A powerful yet meaningful dedication to the Pop Tycoon.

Inspiration Shadow Art Software(s) Used Adobe Illustrator CC (Size - 1024px x 920px)

53

24 (Week 3)

#swiggster - Graphic Design at Swiggy

GRAPHICS FOR MUMBAI POLICEâ&#x20AC;&#x2122;S RAINCOAT

25 (Week 3)

Brief Development of promotional graphics of raincoat for Mumbai Police Concept Portrayal of a Swiggy Awareness Message.

Inspiration Suggestions by Industry Mentor Software(s) Used Adobe Illustrator CC (Size - 25 cm x 11cm)

54

#swiggster - Graphic Design at Swiggy

COUPON CARDS (RESTAURANT SPECIFIC)

inches

S WIGGY LOVE HO W E EOPL

LOVE FOOD

our first order s.75 off on a bill ove Rs.150 his restaurant*

d upto 31st October, 2015.

w.swiggy.com *T&Cs apply.

ass this on to a friend and see them smile!

LOVE FOOD

Enjoy food from

A2B VEG (INDIRANAGAR) the Swiggy way.

Download the Swiggy app and use code

A2BA75

on your first order to get Rs.75 off on a bill above Rs.150 from this restaurant*

App Available on:

Valid upto 31st October, 2015.

www.swiggy.com *T&Cs apply.

Already a Swiggster? Pass this on to a friend and see them smile!

Brief Restaurant specific coupon cards for first time Swiggy users.

Concept A coupon card that is eye-catching and easily be carried around in the wallet.

Inspiration Pop Sub-culture Graphics Software(s) Used Adobe Illustrator CC (Size - 3.5” x 2”)

55

App Available on:

3.5 inches

A2BA75

2 inches

3.5 inches

d the Swiggy app d use code

(Week 3)

VES SWIGGY LO HO W LE PEOP

3.5 inches

Swiggy way.

2 inches

3.5 inches

oy food from

A2B VEG IRANAGAR)

2 inches

26

#swiggster - Graphic Design at Swiggy

RESTAURANT PUSH (CAROUSEL ADS)

Brief Development of Carousel Ads Concept A simple carousel ad that informs about the Swiggy Loyalty Program Inspiration Preset Carousel Ad format Software(s) Used Adobe Illustrator CC (Size - 600px x 600px)

56

27 (Week 4)

#swiggster - Graphic Design at Swiggy

mumbai restaurant push (Facebook)

Brief Facebook post for boosting the Mumbai restaurants on Swiggy Concept A simple post to announce specific restaurantsâ&#x20AC;&#x2122;association with Swiggy Inspiration @digital.illustration on Instagram Software(s) Used Adobe Illustrator CC (Size - 600px x 600px)

57

28 (Week 4)

#swiggster - Graphic Design at Swiggy

FACEBOOK POST (DELIVERY SUPERHERO)

27

Brief Development of Facebook posts with the theme of ‘Delivery Superhero’ Concept Swiggy stands out to be the delivery superhero for the superheroes. (The savior of hunger) Inspiration McDonald’s Print Advertisement (found in Business Insider, May 2008) Software(s) Used Adobe Illustrator CC (Size - 420mm x 297mm)

58

(Week 4)

#swiggster - Graphic Design at Swiggy

59

#swiggster - Graphic Design at Swiggy

GOOGLE DISPLAY NETWORK ADS

28

Brief Development of GDN ads for promoting Swiggy over the net.

Concept A standard picture or illustration with the copy text to serve the basic purpose of GDN ads.

Inspiration Preset template of GDN ads for Swiggy Software(s) Used Adobe Illustrator CC [Size - 320px x 50px, 320px x 100px (Left Page- top to bottom) 600 px x 315px, 600px x 315px, 728px x 90 px (Right page- top to bottom)] 60

(Week 4)

#swiggster - Graphic Design at Swiggy

61

#swiggster - Graphic Design at Swiggy

I have always wanted my first industry experience to be from a startup which is what i got. To my belief, a startup gives a broadened dimension to work on as compared to the established old brands. A startup is called so because it is still moving up in the ladder of success and therefore, innovative ideas of marketing and branding are always welcomed and adored.

My experience in Swiggy turned out to be the exact way I wanted it to be. Swiggy believes in “All work and no play makes Jack a dull boy”. From the day I have joined Swiggy till the day I left the company, I have evolved as a Visual Communication Designer. Before Swiggy, my works were limited to the academic assignments and a few freelance works which didn’t really expose to the actual necessities that arises in the industry.

The most important thing that I have learnt in Swiggy is that the design needs to be rectified and evaluated only by taking a sample printout. There are a lot of other digital options like Print Preview, Color Render Review in various softwares but Swiggy taught me that you can’t be too sure about any artwork unless it is verified in a sample printout.

Also, a graphic artwork (be it for a social media post or a print exercise) is worthless if there is nothing eye-catching about it. A graphic artwork can be made worth a second look through the amalgamation of three most important factors- quirky or emotionally connecting copy text, typography to go alongwith the text and also a good photograph or a ravishing digital illustration.

Swiggy doesn’t take chances. Although, Swiggy has three in-house Graphic Designers, they do appoint advertising agencies for their outdoor advertising as they believe that a startup needs to have a strong message in order to enter the billion dollar market. This taught me a very important lesson. One has to be either the best or the worst to make a mark in this world. The ones in the middle gets stepped on and left behind in the race of survival, be it in the work culture or in life as such.

Being the very first intern of Swiggy, I was supported and adored by everyone in the company. We worked hard; when we were done working, we’d all hang out at some brewery and discuss our strategies for the next marketing campaign. The other two Graphic Designers, Arjun & Abhijit, always helped me out of any problems or querries I had. The bond that one shares with his/her employees is quite important to have a good time at one’s workplace, especially for the one in the creative arena. If one is not happy with his work environment, he/she can’t give 100% to his work, come whatever may.

My experience in Swiggy was an absolute bliss. I worked a lot, ate a lot (Swiggy ensures a buffet breakfast and lunch for its employees) and partied a lot.

There is always something to motivate the employees at Swiggy. I guess, that’s the reason for everyone’s dedication in making Swiggy the next big thing in food delivery.

(Psst! The marketing team at Swiggy goes out every other weekend for a companysponsored dinner.)

MY LEARNING 62

Copy Text The content for a certain graphic artwork. It is also referred to as copy.

Exotel Exotel is a cloud telephony service provider for small and medium enterprises in India. It provides virtual phone numbers and telephony applications to businesses.

Push A term given to the promotional events carried out in the social media pages.

GDN Ads Stands for Google Display Ads. These advertisements are put up by Google in various websites for a standard price.

Push Notifications The telemarketing notifications that a registered user receives from time to time to get updates about various offers and discounts.

Carousel Ads Refers to the Facebook ads that come in the news feed with a link to Google Play in order to download the advertised mobile application.

Stock Photos The photos that are available on photograph sourcing sites like Shutterstock and Flickr.

Creative Refers to the graphics and the copy text combined in a digital artwork.

Haleem Haleem is stew popular in the Middle East, Central Asia, and the Indian Subcontinent that includes wheat, barley, lentils and meat.

BIBLIOGRAPHY

#swiggster - Graphic Design at Swiggy

64

#swiggster - Graphic Design at Swiggy

â&#x20AC;&#x153;There is no sincerer love than the love of food.â&#x20AC;?

-George Bernard Shaw

65

#swiggster - Graphic Design at Swiggy

66

#swiggster - Graphic Design at Swiggy

Image courtesy - Swiggy image inventory (shutterstock)

67

#swiggster - Graphic Design at Swiggy

#swiggster A Industry Document by Dibyajyoti Kalita 68