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Didi Designated Driving Helmet Family Product Design
Creating a unique corporate IP within the designated driving service system.
Innovation Insights
Market Insight
Project Background:
Didi Designated Driving is committed to providing car owners with convenient, professional, and reliable driver services. Through strict assessment and training of drivers, it establishes standardized professional service. Standardized uniforms and professional service play an important role in the entire system. To ensure service consistency and driver safety, Didi decided to develop regional and seasonal helmet designs for drivers.
User Needs
Didi collaborated with LKK to develop a family series of summer and winter riding helmets. The summer helmets are mainly used year-round in southern regions and during summer in northern regions, while the winter helmets are designed for use in Northeast and North China during winter.
Design Strategy
Design Concept
To convey brand value, the design fully considers how visual identity can be integrated with function-oriented products. By deeply analyzing usage scenarios, a modular system-based solution was developed. The summer helmet focuses on rain protection and ventilation, featuring angled vents, front and rear airflow systems, and silicone plugs to prevent rainwater from entering.
Optimized Experience
The winter helmet incorporates the “Didi Circle” as a brand element on both sides, serving as a modular attachment buckle. Different configurations can be selected based on regional and weather conditions, ensuring strong brand visibility while meeting localized needs from Northeast to North China.
💡 Solution
1. Service Value Integration
These two helmet series not only address standardized uniforms and service requirements but also act as a value transmission link between the company, drivers, and car owners. They reflect a service-first philosophy, focusing on both driver experience and customer safety, ultimately delivering a sense of professionalism, safety, and freedom in car ownership.
2. Brand Identity System Development
The project establishes a visual product identity (PI) system for the company’s accessories. It sets a benchmark in the industry, encouraging competitors to focus on service standardization and driver care, while forming a distinctive corporate IP within the designated driving ecosystem.
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