WacPack

THE BRIEF

Rebrand 15 year old courier and logistics company to bring it up to date and in line with its brand values.

THE RESEARCH

PREVIOUS LOGO

The first stage of this process was to research existing courier and logistics companies to see what approaches had been taken with their branding and what we could learn from them to take forward into Wacpack’s new look.

The main observations found were that the majority use:

• Two colours, one dominant and one accent
• Modern sans serif fonts
• Wordmarks

Finally, there are similarities across the board not just on how many colours have been used, but what colours have been selected too.

THE REBRAND

The curved edges and crisp angles give this a modern, authoritative but friendly look.

Presenting the logo in lowercase also adds to the friendly, personable vibe, compared to uppercase which is a bit more intense and aggressive.

The arrows represent growth, energy, delivery around the globe, and represents a company that is always aiming higher and looking for the next best thing, highlighting the innovation side of the business.

The arrows can be used in isolation and in many different ways to highlight or point out important pieces of information.

CORPORATE DATASHEETS

A series of eight datasheets were designed to represent each of Wacpack’s services. The key to the new brand was forward-thinking movement and energy so to align with the brand values, we used a photographic style that added a sense of movement and energy. Keeping the photos in grayscale added a sleek professional finish that avoided clashing colours and allowed bold overlays of blue and orange – the brand’s signature colours.

WEB DESIGN AND DEVELOPMENT

The website needed to maintain the structure of the previous site, so that clients would retain familiarity with the navigational structure, whilst bringing the visuals into line with the new branding.

BUSINESS CARDS

Simple and sleek business cards were created with minimal information on the back to give a sense of corporate clarity. For the front we zoomed in on textures, details and courier related objects, all at 45 degree angles to help add correlation between the arrow in the logo. Using closeup imagery suggests attention to detail whilst the content of the images reinforce the courier brand image.

ICON SET

The service icons are used to represent each of the seven services that Wacpack offer. There are two versions for use on white or blue backgrounds, where orange is used as the accent colour. They can be used independently or with text to accompany them as demonstrated on the datasheets.

BRAND GUIDELINES

The brand guidelines provide an overview of the brand platform and verbal and visual identity systems, as well as guidance for using their elements correctly when producing material for Wacpack.

PROMOTIONAL MATERIAL

Promotional materials such as mugs, pens, USB’s letterheads and envelopes were produced to assist with the launch of the new brand, using the brand’s new colours and visual elements.

CORPORATE DATASHEETS

A series of eight datasheets were designed to represent each of Wacpack’s services. The key to the new brand was forward-thinking movement and energy so to align with the brand values, we used a photographic style that added a sense of movement and energy. Keeping the photos in grayscale added a sleek professional finish that avoided clashing colours and allowed bold overlays of blue and orange – the brand’s signature colours.

WEB DESIGN AND DEVELOPMENT

The website needed to maintain the structure of the previous site, so that clients would retain familiarity with the navigational structure, whilst bringing the visuals into line with the new branding.

BUSINESS CARDS

Simple and sleek business cards were created with minimal information on the back to give a sense of corporate clarity. For the front we zoomed in on textures, details and courier related objects, all at 45 degree angles to help add correlation between the arrow in the logo. Using closeup imagery suggests attention to detail whilst the content of the images reinforce the courier brand image.

ICON SET

The service icons are used to represent each of the seven services that Wacpack offer. There are two versions for use on white or blue backgrounds, where orange is used as the accent colour. They can be used independently or with text to accompany them as demonstrated on the datasheets.

BRAND GUIDELINES

The brand guidelines provide an overview of the brand platform and verbal and visual identity systems, as well as guidance for using their elements correctly when producing material for Wacpack.

PROMOTIONAL MATERIAL

Promotional materials such as mugs, pens, USB’s letterheads and envelopes were produced to assist with the launch of the new brand, using the brand’s new colours and visual elements.

Lead Designer

CHARLOTTE HUMPHREYS
Senior Creative and Account Manager

X