Obypay

Obypay is a French foodtech leader modernizing food ordering and delivery with smart solutions like self-ordering kiosks and table-ordering systems. But while these tools streamline service, for many restaurant owners, words like "digital" and "tech" feel cold, detached, and intimidating. Change isn't easy, and many felt threatened by technology replacing the human touch. The challenge was to break down that hesitation and present Obypay as a real ally.

Team spirit was our guiding principle. We reframed Obypay from a tech provider into an authentic partner in the kitchen and on the dining floor. Built around the bold claim "Team up for success," the brand positions itself as the missing ingredient in a restaurant's recipe for growth. Instead of disrupting human connection, Obypay joins forces with restaurant owners.

We used that raw, liberating feeling of an open highway as the guiding thread for the entire brand universe. Visually, this comes to life through a bold, massive typography that is incredibly flexible and playful; twisting, turning, and curving to mimic the ultimate freedom of the road with a joyful, unexpected touch. Both visually and verbally, all the barriers are completely torn down