Turbocharged Loyalty
Gamifying the Global Takeaway Business with AI-Fuelled Design
The delivery market is commoditised. For Just Eat, the challenge wasn’t just shipping food; it was shipping loyalty. Our brief was to design a hyper-visual, world building creative blueprint for “Turbo Takeout” a cycle racer game rewarding customers with real-world incentives. Our mission was not the final code, but the complete creative architecture from logo to animated launch videos, and marketing assets to help secure the green light for a demo build. We had to deliver AAA-quality concepts at breakneck speed, leveraging AI as a force multiplier to de-risk the investment and prove market viability before a single line of game code was written.
We understood that to gamify the business, we had to elevate the entire act of ordering. Our strategy shifted the customer experience from transactional to experiential. By creating the world of “Turbo Takeout,” we translated Just Eat’s promise of speed into a visual spectacle of high-octane cycle racing. The storytelling creative assets provided the C-suite with a tangible, visually compelling asset, proving that gamification was a direct, scalable avenue for customer retention and lifetime value enhancement.
At the heart of the concept was the challenge of creating a logo that clearly represented the core element of this business, a camera phone, without relying on the design of any specific device or brand. It needed to be instantly recognisable, familiar but neutral, and serve as a universal symbol of the everyday camera experience. Early sketch exploration focused on distilling this idea into simple, functional forms. From outlines of phones and lenses to playful layouts using type, these studies helped define a direction that was clear, versatile and distinct.
The final logo takes direct inspiration from the iPhone’s distinctive camera shape, a rounded square with three lenses and a flash, abstracted into a simple, flexible mark. It strikes the balance between familiarity and neutrality, clearly signalling a camera phone without tying the brand to a specific model. This was a deliberate move. In October 2024, Apple held over 50% of the UK smartphone market, making the iPhone the most recognisable mobile device for The Camera Phone Workshop’s target audience. The mark is supported by a bold, friendly typeface and a bright, high-contrast colour palette that reflects the creative, energetic tone of the workshops.
The game’s bike racers needed attitude, and we delivered a full cast of them. Starting with initial hand drawn ideas to capture unique personality, we used AI asset creation to bypass the typical 3D modelling bottleneck. We fed finalised 2D designs into our generative models, which produced high-fidelity, rendered 3D concept character models suitable for lead artworking to give everything a consisting look. This single step eliminated weeks of manual high-poly modelling for the concept phase, enabling us to present fully realised, production-ready character visuals, showcasing the potential quality and scale of the final game’s presentation.
Our campaign assets were created simultaneously with the brand concept. We used advanced AI video generation to produce 15-second animated spots showing dramatic, in-game visuals. This capability drastically cut the time and cost associated with traditionally animating pre-production concept videos. The focused on stunning visuals across billboard ads social media placement, provided the app’s appeal with marketing flexibility and global scalability before the client commits to full scale production.
