Rebranding Roundi
Why great brands aren't owned by founders—they're owned by the customers who use them
David Kuria
After 14 years in branding, rebranding Roundi was something I looked forward to. But it also scared me.
Part of that fear came from knowing the world would judge my taste as a designer. The other part came from trying to merge Imelda's bold logo ideas with what Roundi truly represents.
But then I remembered the first lesson in branding:
Great brands aren't owned by the founders—they're owned by the customers.
That thought calmed everything.
Why the Name Roundi?
In Nairobi, "Roundi" is a familiar word.
It means I'm out here hustling, making my rounds.
It perfectly reflects the life of a business owner—moving, selling, delivering, and staying close to customers.
When business owners "do their rounds," it means two things:
- They're making sure customers are well served.
- They're getting face-to-face feedback to improve their products.
Since they can't meet every customer every day at scale, Roundi helps them deliver with the same personal touch.
The name isn't just clever. It's true.
Roundi Logo
Why the Arrows?
The arrows in the logo represent repeatability.
The idea that customers should have such a great experience that buying again becomes automatic.
Delivery shouldn't be a hassle. It should be something customers look forward to.
When a customer orders once and comes back again—and again—that's not luck. That's a system working. That's trust being built. That's the experience doing what it's supposed to do.
The arrows capture that cycle. That momentum. That return.
What This Means for How We Build
Our job is simple:
Build a product that helps businesses serve their customers better, repeatedly and delightfully. If they succeed in that, then Roundi succeeds too.
That's the alignment that matters. Not just a transaction, but a partnership where everyone wins when the customer experience is right.
The rebrand reflects this. Every element—from the name rooted in Nairobi hustle, to the arrows symbolizing repeat trust—reminds us what we're here to do.
Not just move packages.
But help businesses build relationships that last.
Ready to Transform Your Delivery Operations in Kenya?
Join Kenyan businesses in Nairobi and across East Africa using Roundi to manage deliveries efficiently. Track orders in real-time, optimize routes, and delight your customers.
