London Cabbie is a rebrand for the iconic London black cab. With the rise of Uber came a notable decrease in the demand for black cabs, beckoning a need for a collective brand identity to regain relevance. Inspired by my father’s work ethic as a cabbie, I wanted to create a brand that could help him compete. I based the brand identity on their perceived friendly personalities which has popularised black cabs. The design style was influenced by cockney rhyming slang, a playful and approachable language, often used by cabbies. The aim of a fun and inviting identity was to appeal to a more youthful audience.