Greggs X Deliveroo
The ROOUTE
ROLE:
Art Director
PROBLEM
Greggs and Deliveroo already partner in real life, but most co-branded OOH treats a partnership like two logos sharing a wall — two separate ads that happen to sit next to each other, saying nothing about why the pairing actually makes sense.
SOLUTION
Both brands exist to close the same gap: the moment between wanting something and having it. Deliveroo owns the ordering, Greggs owns the payoff. Rather than two unrelated lines, the idea follows one order from tap to arrival — Deliveroo's line sets it moving, Greggs' line lands it.
Design Decisions
Built the connection using Deliveroo's own "Rooute" device — the tracking line from their actual app — rather than inventing a new visual link. The line starts inside Deliveroo's panel, in their colour, and travels across the divide into Greggs' panel, changing colour as it crosses, ending at a location pin exactly where Greggs' line sits. The line isn't decoration; it's the one thing physically tying both halves of the idea together.
Each panel stays in its own brand's real voice and colour system rather than a shared "collab" palette — Deliveroo's teal and confident capitals, Greggs' navy and warmer, plainer tone — so the pairing reads as two real brands, not one designer's invented hybrid.
Designed the same idea across landscape billboard and portrait 6-Sheet formats, adjusting the line's direction and copy length for each without changing the underlying logic — proving the system holds up as an idea, not just as one poster.
NOTE:
Self-initiated concept piece, developed from a One Minute Brief exercise (create OOH for two complementary or competing brands) and expanded into a full cross-format system. Not produced in partnership with Greggs or Deliveroo or their agencies.
