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Keep your eyes peeled for our new liveries!

By Julian, Account Handler on 11 August 2009  |  Category: Projects 0 comments

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We have just completed new designs for Branston Ltd’s family lorries. Branston are one of the UK’s leading potato suppliers and their lorry liveries can be seen travelling up and down the country supplying Tesco stores. Our designs had to reflect the core Branston ‘brand’ with a look-and-feel that was instantly recognisable. We were asked to produce attention grabbing designs that would be memorable and would get people talking.

We have just completed new designs for Branston Ltd’s family lorries. Branston are one of the UK’s leading potato suppliers and their lorry liveries can be seen travelling up and down the country supplying Tesco stores. Our designs had to reflect the core Branston ‘brand’ with a look-and-feel that was instantly recognisable. We were asked to produce attention grabbing designs that would be memorable and would get people talking.

So what’s the trick to designing a good livery? Isn’t a lorry livery just a motorway billboard? A poster viewed at over 60mph? Instant impact is key – the brand and message needs to be communicated in a matter of seconds. Our lorry liveries went through several stages of development where the concept was honed to the final versions you see here to ensure maximum impact and brand recognition.

Our aims with the Branston liveries were:

  * Achieve great brand positioning
  * Produce a distinctive design that will achieve maximum stand-out
  * Be memorable
  * Promote key messages about the product
  * A have broad appeal
  * Simple, immediate, fun!

Our solution invloved the creation of a Branston family of potato characters who’s personality reflect the varieties they represent. Saxon is a brute of a spud – strong, sturdy and good for mashing whilst Exqisa is a sophisticated potato who’s aristocratic persona represents a Tesco Finest variety.

We produced a total of xx different lorry designs featuring these characters either alone or as part of a group to accompany various messages – whether that be the nutritional benefits of potatoes, or fun messages such as ‘toot if you love tatties’ for the Scotland-based lorries. The Branston logotype and strapline “” appears in a consistent way throughout the fleet.

Additionally the rear of each lorry features all the potato characters and sticker style graphics such as ‘baby new potatoes on board’ that should raise a chuckle when following one of these vehicles. This feedback came via the Branston website:

“Just a quick note to say how much I love your lorry livery! We followed one of your lorries yesterday on the A5 in Northamptonshire and it made me chuckle for miles…the best bit was ‘Baby potatoes on board’ sticker. Excellent advertising, it made me look at your web site and now I will be searching out your potatoes!! Full marks to your advertising team.”

We think these designs will certainly catch the public’s imagination and there are 10 lorries out on the road right now with more currently in production, so keep your eyes peeled!

Have you seen one of the new Branston lorries on the road? Did they grab your attention or make you chuckle? What do you think makes a good lorry or vehicle livery and what are the best examples you have seen?

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