The project
To mark 55,000 tonnes of air pollution saved through its electric fleet, Uber launched 55k Tonnes — a carbon-negative pop-up pub in Westminster. The three-day activation blended sustainability with socialising, showcasing how urban spaces can evolve to serve next-gen consumers.
Design Fuel partnered with Jubba, a brilliantly creative full-service events agency, to design the development of the pub experience. We crafted the brand identity, managed the design process and worked closely with Uber to push beyond standard brand guidelines and deliver something bold, immersive, and unforgettable.
From large-format print to digital signage and OOH displays, every element was designed to drive engagement and amplify Uber’s green message. The result was a high-impact campaign that earned standout PR and positioned Uber as a pioneer in sustainable city living.
We’ve also included some early concept work that, while not part of the final approved execution, helped shape the creative direction and explore bold possibilities during the development phase.
