SECTOR
Technology
SERVICES
Brand Value
Proposition Development
OFFICE
London
Markets
United Kingdom
THE CHALLENGE
JET needed to understand how its courier kit shows up on the street, but a study into visibility and function soon exposed a deeper issue: couriers who felt invisible and undervalued.
THE APPROACH & INSIGHT
Through street observation across four UK cities, filmed intercepts with 40 couriers and a 7-day ethnography with 15 consumers, we uncovered three distinct courier identities. The insight: consumers love their takeaways but fail to see the people delivering them.
The work reframed the courier kit as the start of a bigger conversation about respect and visibility. It led to a meeting between JET and London’s couriers to shape real improvements to the uniform. Want to turn overlooked frontline moments into real impact? Let’s build it from real human understanding.
