Getting Latin America's Ride-Sharing Company on the Road
Wabi set out to stand apart in a market dominated by giants like Uber and Indrive. Focused on empowering drivers and ensuring a smooth, safe experience for passengers, the goal was to create a brand that captured both adventure and trust. Wabi’s mission to promote ownership and openness needed to be reflected in a unique, engaging identity that could cut through the noise of the crowded ride-sharing landscape.
Project Team
Brand Identity Design - Ameji
Illustration - Ameji
Sound Design - Ameji
Product Design - Ebuka Elubah
Breaking away from industry norms
The design approach took a bold turn by embracing a purple-centric color palette, a deliberate choice to distinguish Wabi from the typical greens and yellows of the ride-sharing industry. This bold use of color, paired with soft secondary tones, gave the brand a friendly and inviting feel. The use of the rounded "Nunito" typeface added expressiveness and playfulness, aligning with Wabi’s open and interactive persona.
Impact and Success
The vibrant colors and engaging visual system made an instant impression on users, signaling that Wabi was more than just a ride – it was an experience. Drivers felt empowered by the brand’s emphasis on ownership, and passengers appreciated the seamless, fun, and interactive nature of the app.
