Eazy, a Cairo-based transportation mobile application by the Egyptian startup brand Tawseela, has been announced as the winner of this year’s  ‘Super By Superunion’ competition. “Super by Superunion” is a brand development accelerator program awarded to a promising startup up through a region wide competition. 

Teaming up with Brandberries, Super by Superunion was successfully launched at the first edition of Vested Summit, the world’s first-ever conscious technology summit, held on the 11th and 12th of May at TU Berlin University Campus of Egypt’s El Gouna. The competition took place during the Shark Zone, a two-day event track for conscious tech startups gearing up for a chance to pitch for investments. 

Tayssir Hawary

The accolade is to include a three-week brand development extensive and engaging program. During which, Superunion will be spearheading Tawseela in shaping  the Eazy app brand positioning, developing a consistent creative concept for the brand as well as the development of the brand guidelines.

“We are thrilled to have won this award and to work with one of the biggest branding agencies in the world. Eazy helps every day Egyptians travel to where they live and work by providing optimized routes and by building on the power of data. Working with Superunion will help us fulfill our vision of impacting the lives of millions in Egypt and around the world” said Tayssir Hawary, Co-Founder of Tawseela.

Farah Gamal

Superunion surprised the audience in the closing ceremony by announcing an extended award to the 3 runner-up startups; a brand coaching program whereby they will be mentored on their brand strategy and design. Winners of the brand mentorship program are the fintech startup brand ‘X-Pay’, the retail startup brand ‘Retailak’ and the queuing startup brand ‘Dor-e’.

Aneesh Sharma

Over four action-packed days of the event, the Super by Superunion team helped mentor the startups through two workshops; Beyond the Business Pitch and Beyond the Storytelling. “Superunion is all about the next generation. We are here to support and give back to the youth”, expressed Farah Gamal, Senior Designer at Superunion ME. 

The Shark Zone saw 18 shortlisted startups pitching to a renowned jury of investors and to the Super By Superunion team that judged the entrepreneurs on real-world criteria. Heading the Super by SuperUnion team was Aneesh Sharma, Executive Director of Strategy at Superunion ME  “ This is a one of a kind summit. I was so impressed by the ideas, the passion and the great concepts presented in the pitches. Scalability is all about great ideas and great brands, that’s what we are looking for”.

Anvita Dassani

The startups were judged based on four criteria; the startup’s ability in upscaling creativity in the region, the social impact of the idea, the idea’s growth potential and the passion of the team. “ This competition is all about helping startups and entrepreneurs take their ideas further and making them the leaders of tomorrow” says Anvita Dasani, Strategist at Superunion ME. 


About Superunion

A next-generation branding agency, Superunion was formed in January 2018 following the merger of Brand Union, The Partners, Lambie-Nairn, Addison Group and VBAT. Internationally, the agency is led by global CEO Jim Prior, and in the Middle East led by Majdoleen Till. With a combined staff of 750 in 23 office spread across 18 countries, their impressive roster of clients includes Bank of America, Vodafone, Fifa and Land Rover.

About Brandberries

The Brand Berries is the Middle East’s media brand delivering insights, data and content on brands with a network of contributing writers across MENA, Europe and North America.