The courier is the one face of your service that stands at the customer's door.
When every platform cuts prices, what keeps customers is experience and trust. Sinh Vũ makes the app, shirts and caps, bags, boxes and order notifications speak in one voice, so customers recognize you and return.
Three things first: an app and order notifications in one voice, a delivery kit people recognize, and one consistent way of handing over the goods. Those three are where customers really meet the brand.
From placing the order to delivery done, the customer reads the same way of speaking: short, with a human presence.
Shirts, caps, bags or boxes carry the same mark, visible from afar and independent of who wears them.
A few short lines every courier says the same way on arrival and at handover.
All of them bring goods to the door, but the customers differ, so what the brand has to say differs too.
Their customersPeople ordering a meal through an app who want to eat now and often compare platforms.
Brand challengeThe box, bag and courier have to show the food is still neat and correct, and that both the restaurant and the platform can be trusted.
Their customersPeople who need an item sent within the day, usually in a hurry and not knowing the recipient.
Brand challengeShow the customer right away who is coming, on what vehicle and how the item will be handled, so they dare to send even something important.
Their customersShops and small businesses that need goods moved within the city in a few hours.
Brand challengeBe remembered as the one to call when you need a vehicle, so shops call directly instead of opening apps to compare each one.
These are the places where delivery services lose customers that good technology can't save.
Everyone has a different outfit and bag; customers aren't sure the person at the door belongs to the platform.
A standard outfit and bag that's easy to get and easy to wear correctly, with a few short rules partners can follow on their own.
Start from this problemOrder received, on the way and delivered messages are curt or in a different voice from the app; customers feel they come from three senders.
Rewrite the notification sequence in the same voice as the app, short and with a human presence.
Start from this problemDented boxes, faded bags, crooked prints; the goods arrive having already lost their trustworthy look.
Choose box and bag styles and durable print materials for each type of goods, and test them on real streets before mass production.
Start from this problemCustomers open whichever app has the deepest discount, and there is no other reason to stay.
Give customers a reason to remember you besides promotions: one thing you do better, said in one sentence and repeated at every touchpoint.
Start from this problemAt the Stay stage. Customers have already tried you, and they go back to whichever platform feels most familiar and easiest. With nothing to remember but promotions, they follow the promotions.
Touchpoints are where customers see, touch or hear your service. These five go first because customers meet them in every order.
Where customers spend the most time, from placing the order to following the courier.
Lets customers recognize the courier from afar, before they've said anything.
The sentences customers read most about your service.
What customers hold in their hands and open.
A few seconds at the door, but what customers remember longest.
In the order Sinh Vũ would do them. A new service can stop at step two or three; a platform with many couriers goes all the way.
Name, mark, color and type: the base for both the app and the delivery kit.
A design system for the app and order-tracking screens, so every screen belongs to one set.
A shared voice for order notifications and the greeting at handover.
Shirts, caps, bags and delivery boxes actually produced.
A guide to the delivery kit and the handover routine so new partners can follow it on their own.
Sinh Vũ hasn't published a last-mile delivery project. The two below are the closest: a courier company that needed standards for a large team, and a service where a stranger comes to your door.
Gonext started out in 2005 in the express courier trade, running both domestic and international routes. Sinh Vũ built the identity…
Standards written so that the tenth and the hundredth person to touch the brand still come out as one company: what a large delivery team needs.
2025kythuat.work handles repairs, installation, cleaning and refresh work for apartment residents. Sinh Vu built its identity, website, paperwork and field operating system…
A stranger arrives at the door and the homeowner still feels at ease, thanks to a measurable promise, a voice and paperwork in one thread: close to a courier standing at the customer's door.
The principles behind it
Choose a color and mark that can be recognized from afar, and fabric that suits hot weather and rain. The design has to be easy to hand out so independent partners wear it correctly, so the fewer the details, the better.
It has to be readable at small icon size on a phone screen first, and attractive second. The color needs to stand out among dozens of other apps on the same screen.
A large name and mark on both sides, a contact number if needed, and the rest left blank. The material and ink must withstand sun and rain.
Make the outfit easy to get and easy to wear, write short rules with pictures, and explain why wearing it correctly makes customers trust them more. If the guide is long, they won't read it.
It's hard to win on promotions. Pick one area or one narrow type of customer, make them feel you're familiar and trustworthy, then let every touchpoint repeat exactly that.
A few lines about your delivery area, your couriers and what's holding you back are enough. Sinh Vũ reads and replies within one working day.