Grab Nasdaq Media Pack
Grab Singapore
2025
ABOUT
Grab needed a campaign that could remind everyday Singaporeans that Grab isn't just a ride-hailing app, but a superapp woven into the full fabric of daily life, from breakfast to payday.
The visual language had to feel warm and approachable - and this is where mito came in. Each piece was designed to feel like a slice of an ordinary day, with mito and friends moving through it. mito's smallness in a big world made him a natural fit for a brand whose entire proposition is making everyday life a little easier.
Each illustration focused on a different aspect of the Grab experience, from GrabFood, to Grab Transport, to GrabPay. Special care was taken to incorporate the different facets of each service, such as the Dine Out Deals for GrabFood and the GxS card collaboration in GrabPay.
The illustrations were then extended into items people could incorporate into their daily lives, much like how Grab envisions themselves to be a superapp for all of life's daily necessities - sweaters, mugs, tote bags, iron-on patches, and umbrellas.
