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Tone of voice

Careem Rides

Getting from A to B is a basic need.
Things to do, places to be.
It’s a major part of everyday life.

Careem Rides was founded on a promise of a better way to get around. A super convenient experience to take the trouble out of transport.
A service where high-end technology meets super smooth operations.

This guide will help you master the art of writing for Careem Rides and discover how it fits within the Everything App while owning its space.

Use it as a starting point for everything you write, from online ads to captions and in-app collaterals. Word by word, we’ll build a brand people can count on and grow to love.

How we speak

We echo the tone and sentiment of our master brand but with a unique flavour for different experiences and markets.

Our communication style varies based on both, the car-type and its value proposition. Within our rides service, we categorize our cars into three broad segments.

Car Segments

Car types

Affordable

The most economic rides in the city fall under this category of Careem. For eg, Riksha in Pakistan.

Comfort

 

Upgraded yet affordable cars. 
They offer the best value for money, making everyday rides special.

Premium

An elevated rides experience 
that offers the latest cars and amenities, top-rated Captains, and services.

Overview Affordable Comfort Premium

Segments

Others

Motorbikes

A quick and pocket-friendly means of getting around the city, this service is available in
a few markets like Egypt and Pakistan.

Intercity

A convenient way to move between cities. It’s currently available in UAE, KSA, Pakistan, Egypt and Iraq.

Eco-friendly

This recent addition to Careem’s car types is a green ride aimed to minimize carbon emissions.

Overview Motorbikes Intercity Eco-friendly

WHO WE ARE

The master brand plays a pivotal role in shaping the overall personality of Careem Rides. Nonetheless, we allow specific traits to stand out within each car type to effectively communicate their unique value propositions.

 

CAR TYPE 01

Affordable

Friendly | Trustworthy

This category is known for its highly competitive pricing,
but convenience and reliability are also key elements of the proposition. For eg. when writing about Go Mini, we emphasise value and ease too.

We convey these messages with warmth and light-heartedness. A little wordplay goes a long way.

Say ‘affordable’ instead of ‘cheap’.

Avoid words that convey luxury, like ‘quality’, ‘indulge’, ‘premium’, or ‘plush’.

Ride more for less.
Book your Go Awfar ride.

Book the city’s most affordable ride.

GO Budget. Go Careem.

Overview Writing guide Dos Examples

 

CAR TYPE 02

Comfort

Friendly | Trustworthy | Caring

The Comfort car-type prioritizes quality and safety as much as affordability. We let our well-trained Captains,
well-maintained cars and service take centre stage in communication. We write with confidence and clarity to build trust among users.

Pull away from “most affordable” perception, use words like “easy” and “everyday rides”.

Steer clear of terms suggesting luxury.

Our Captains are on time,
every time. 

Safety first, second and always.
School rides by Careem.

Rides you can rely on.

Book a ride with a tap.

Overview Writing guide Dos Examples

 

CAR TYPE 03

Premium

Passionate | Trustworthy | Ambitious

This fleet of Careem cars offer a personalised and premium experience. It’s all about making the customer feel special.

We passionately talk about what makes it a desirable, high-end service. We write with a flair of sophistication when talking about the latest models, top-rated Captains and priority care agent.

Write about ‘quality’ and ‘experience’
not ‘price’ and ‘affordability’.

Elevate with partnerships, like Tesla cars 

or latest E-cars.

Fancy a fancy ride?

Cruise in class.
Book your ride with a tap.

Exclusive cars, exclusively for you.

Overview Writing guide Dos Examples

 

04

Others

Motorbikes

Friendly | Trustworthy

Focus on affordability and
convenience. Put yourself in your
audience’s shoes.
Talk about benefits in a relatable,
humanised way.

Intercity

Friendly | Trustworthy | Caring

Communicate convenience and
reliability by focusing on door-to-door
service, well-maintained cars, and
flexibility in booking.
Highlight cost-effectiveness
whenever necessary.

Eco-friendly

Trustworthy | Passionate

Educate customers about the importance of choosing eco-friendly rides and how their choice can make a difference 
in preserving the environment. 
Be transparent about the additional costs.

Overview Motorbikes Intercity Eco-friendly

Writing principles.

Our tone of voice principles are the
defined rules as to how we write 
for
our brand.

Explore master brand tone.

 

OUR WRITING PRINCIPLES

01

Less is more.

Our sentences pack a punch. We get straight to the point with short, sharp headlines and use full stops generously.

Where to, Mohammad?

Ready. Set. GO for instant rides.

Overview Examples

OUR WRITING PRINCIPLES

02

Upbeat & everyday.

Pleasant and informal, we sound like the kind
of people you’d enjoy having around.

Room for 6, comfort for all.
Book a Max car.

Calling it a day?
Let us take you home.

Overview Examples

OUR WRITING PRINCIPLES

03

Always dependable.

We’re confident and consistent. Building trust among audiences with every sentence.

More safety features. Less worry.
Track your child’s ride.

Arrive at ‘Departures’ in time.
Pre book airport rides on Careem.

Overview Examples

OUR WRITING PRINCIPLES

04

Driven & inspired.

Our enthusiasm is palpable. This energy shines through everything we write.

The weekend is here.
It’s GO time.

First Class rides and vibes, ready Bahrain?

Overview Examples

Writing Rules.

Here are some golden rules to follow when writing to ensure our messaging
is always consistent.

Explore master brand tone.

Writing Rules

Overview Usage Examples

Writing Rules

Writing Rules

Language.

We write in British English, with its spelling rules, vocabulary and expressions.

Writing Rules

Text style.

We use sentence case for headlines and body copy, which means the first word is capitalised and the rest is lowercase, unless a term is a proper noun or a Careem car type.

 

Writing Rules

Abbreviations.

Abbreviations of our services or sub-brands are to be used internally and never on any customer-facing communications. For eg, CCTs (Careem car types).

Writing Rules

Numbers.

Always use numerals for numbers – it saves space and is a lot more readable.

Writing Rules

Promo codes.

When creating a promo code, make sure to use a word that is related to your campaign. It should be as short as possible and easy to remember.

We don’t write promo codes with full-stops. For eg, Use code RIDES10 instead of Use code: RIDES10.

Writing Rules

Super App assets.

When creating in-app assets, prioritize key details rather than overloading the card with extensive information.

For eg, if the offer is “Get AED 200 off 10 School rides when you book before May 2024, use code 10RIDES”


Offer card

AED 200 off 10 rides
Or AED 200 off School Rides

 

Cultural context.

Our understanding and knowledge of each market allows our messaging to resonate 
with our audiences and really speak to them. Always write to be relevant.

Languages.

Our TOV is consistent across markets and our friendly, confident, helpful personality comes across in all languages. Whether in English, Arabic, or Urdu, we always follow the same writing principles and DOs & DON’Ts.

A localised approach.

Whenever possible, reference specific cities and neighbourhoods.
For eg, Too hot to walk, Riyadh? Book a ride now


Be considerate.

Respect cultural and religious sentiment of the region. When in doubt about a word being offensive, confusing, or exclusive, remove it.

Cultural context Languages Tone

 

Careem Plus and Rides.

When communicating Careem Plus offers, we use specific phrases and maintain consistency.

XX% back on rides.

XX% money back on rides.

XX% back on 10 rides.

XX% money back on 10 rides.

Overview Examples
Brand Overview
Logo