This study examines how food delivery platforms Wolt and Foodora contribute to constructing the invisibility of gig workers through their marketing. While much attention has been paid to algorithmic management and precarious labor conditions within the platform economy, less is known about how branding and visual communication contribute to shaping public perceptions of platform workers. This study fills that gap by examining how delivery workers are visually represented or left out in the marketing of these platforms in Sweden. 

The research is guided by three questions: how do Wolt and Foodora represent (or obscure) gig workers in their digital marketing campaigns, what branding strategies do these platforms use to shape consumer perceptions of gig work and how does social media marketing influence consumer awareness and engagement with labour issues in the platform economy? A mixed-methods approach was used, combining qualitative thematic content analysis of websites and social media posts with a quantitative consumer survey. Additionally, a fictional prototype platform, Kynd, was developed to test an alternative approach, worker focused branding. 

Findings reveal that Wolt and Foodora consistently minimize the presence of workers in their branding, favoring aesthetics that emphasize speed, convenience, and consumer experience. Workers are often shown faceless or not at all, reinforcing a seamless service narrative that obscures labour. Survey results indicate that consumers are open to a more transparent, labour-inclusive marketing and associate worker visibility with increased trust and brand authenticity. 

By highlighting branding as a mechanism of soft governance, this thesis contributes to platform labour studies and expands the conversation around consumer perception and accountability. Increasing the visibility of platform workers is not only a question of representation, it is a step toward recognizing the importance of their work and ensuring that platform economies evolve in a more ethical, transparent, and accountable direction. This is especially crucial now, as policymakers work to shape future regulations and legal frameworks for platform labour.