Marketing Excellence Awards 2023 Singapore
Oddle serves up new striking violet-blue branding signifying energy and creativity

Oddle serves up new striking violet-blue branding signifying energy and creativity

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Singapore-based F&B tech company Oddle has rebranded to align the brand identity closer to what the company's business model is today. The company's new look reiterates the company's mission to redefine the F&B industry. Its new logo represents the upward trajectory of both the F&B industry and Oddle's business as the local start-up continues to empower restaurants to take charge of their own future and deliver first-class experiences and engagements to their customers.

With the rebranding, Oddle now adopts violet-blue purple and navy blue as its signature colours. CEO Jonathan Lim explained that it chose a striking violet-blue purple as its primary colour as the unique shade represents Oddle's distinctive spot in the industry.

The colour signifies dynamic energy, creativity and integrity, traits that propel our commitment to leading our merchants to success.

Moving forward, Lim said the colour will be associated strongly with Oddle when customers and F&B merchants see it, setting the company apart from competitors. Creative agency Brandkraft Studio was involved in the rebranding.

Oddle's original business model was based on a subscription model to assist the F&B industry to adopt digital solutions for their delivery and takeout business, hence the logo of a mouse represents how restaurants can make sales with a click. While this met with commercial success, Oddle decided to pivot towards a revenue-sharing model with its F&B partners, ensuring the company's own financial sustainability was closely tied to the success of its partners.

The logogram resembles the ubiquitous toggle button in an upward movement, akin to unlocking new opportunities and experiences with Oddle. An “O” – which stands for Oddle – is at the heart of the emblem, symbolising the company’s philosophy of “Always Restaurants First” as the company continues to be the core driver of its business growth.

oddle rebrandsoddle eats decal

When asked about the ads/marketing campaigns that will launch to promote the new branding, Lim told MARKETING-INTERACTIVE that coming up, the campaigns will see a strong placement of the new branding.

"More immediately, our own platforms have a reach of 2.3 million users and our initial push will be leveraging our significant reach. Following which, we will be investing across different paid and owned media channels in all our upcoming campaigns," he said. This includes Oddle Eats’ Second Birthday campaign in July, National Day campaign in August, and also the return of its “Largest Online Mooncake Festival”, all of which will see a complete visual overhaul of ads, POSM and more.

On the corporate front, Oddle's communication strategy – as led by the “Always Restaurants First” philosophy – is focused on taking the upclose-and-personal approach with its restaurant merchants, where the company's new branding is communicated to them through direct channels.

"Rebranding is extremely crucial to reflect Oddle’s evolution with time, and the unique space we occupy in the industry. Within the region, we fill a gap that none of our competitors in the F&B tech space has occupied," Lim said.

Firstly, Oddle is a B2B2C company that caters to both restaurant merchants and end-consumers, Lim said. Secondly, the company is spearheading a future-proof F&B industry by aiming to become the holistic O2O ecosystem for restaurants. Thirdly, it always aims to redefine the industry by delivering solutions that are merchant-first.

"What this means is that we don’t 'play the game' like our fellow peers in the F&B tech space, our business model and modus operandi are completely our own. As Oddle enters the next phase of scale-up in our business, the rebranding of Oddle is important to reinforce our vision and mission to our stakeholders," Lim explained.

This year, Oddle plans to push forward with its “Always Restaurant First” philosophy when it comes to its marketing approach. Its initiatives are fundamentally merchant-led. Regionally, Lim said a big part of its corporate marketing direction is focused on community relations and engagement, such as educational seminars and industry events that provide valuable data and insights that will drive Oddle's merchants towards profitability.

"Additionally, our subsidiary B2B2C brand Oddle Eats is also rolling out several consumer campaigns that supports its position as the leading food discovery platform for foodies who crave for quality dining experiences of all occasions. With insights gathered from our omnichannel platform, our consumer marketing strategies revolve around curating exclusive bundle sets that are perfect for each and every occasion. Our next B2C marketing campaign includes Oddle Eats’ Second Birthday, a key milestone celebration activation for us," Lim added.

Meanwhile, Lim said that since the company's launch, it has always held fast to its mission of helping the F&B industry to survive and thrive. According to him, that is even more critical as the economy heads into stagflation.

"We want to provide our F&B merchants with solutions that can value add to their business and solve the challenges they face. Our fate is invariably linked to the success of our partners, and it’s high time that our brand also reflected who we are today, what our value proposition is and where our future lies," he said. 

Oddle was founded in 2014 and works with more than 5,000 restaurants in Singapore, Malaysia, Taiwan, and Hong Kong. The new branding comes after it closed US$5 million in bridge funding in May which will be channelled towards product development and regional market expansion in those countries. The financing was led by Altara Ventures, a technology venture capital firm headquartered in Singapore and investing across Southeast Asia.

Over the last two years, the company has launched a suite of solutions for F&B industry, from a consumer-facing app called Oddle Eats to reservations in preparation for the return of the dine-in crowds, to QR code ordering, and an integrated marketing ecosystem that allows F&B outlets to fully identify their customers and market to them via Oddle channels. The company recently appointed SPRG for B2B PR duties.

Related articles:
F&B tech company Oddle checks out with SPRG SG for PR advice
Oddle names former P&G brand director to newly created CMO role

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