Grab (formerly GrabTaxi) is a leading ride-hailing platform in Southeast Asia. Before its 2016 rebrand, 2D character illustrations, most notably Happy Boy—were central to marketing campaigns, appearing in playful outfits for different occasions.
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The 2018 rebrand introduced a refreshed visual identity that strengthened Grab’s presence and recognition. Key elements, such as the “freedom lines” inspired by roadways and an updated green palette, created a flexible yet consistent system for use across multiple markets.