WestCountry

The brief is designed around the mission of providing an industry leading daily delivery service to the catering and retail sectors across the South West of the UK. 

The team built around the idea of “freshness” as a nod to the nature of the business and a useful driving principle for the design, from the visual architecture to the attitude and tone of voice.

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“Freshness bridged the emotional connection between the brand and consumer, and we worked hard at every touch point to reinforce and celebrate this,”. Typography was a key part of this, “using simple, clean and open sans serif fonts to help bring the freshness ethos to life.”

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The final version was designed to be flexible, both in the way it is used and where it shows up. “We stress tested the icon to make sure it worked equally from wayfinding to digital animation and holding images within the mark. And it needed to be adaptive, it needed to go from corporate, to cool, and back again without losing credibility.”