Booth’s Logistics brand development

A brand refresh one of New Zealand’s fastest growing logistics firms.

Booth’s Logistics has grown from one family-owned truck, delivering potatoes from its Manawatu farm in the late 1980’s to over 400 trucks and a team of over 800 people, delivering a huge range of items all across New Zealand.

Brand strategy
Brand identity design
Brand application and roll-out
Marketing communications

Much of Booth’s growth has come through acquiring a range of others businesses, all with different ways of representing themselves and internal cultures.

Our role was to partner with the team at Booth’s to re-imagine the brand in a way that reflected its roots as well as its journey ahead – as one cohesive team.

Our work was as much about bringing diverse teams together as it was developing a brand for external audiences.

A series of workshops involving people from all across the business enabled robust discussion and exploration of what it meant to be part of the Booth’s team, and what we could authentically promise to our team and external audiences.

With such a strong reputation enabling its growth, it was important for the new visual identity to be an evolution, reflecting a strong, confident organisation.

We applied the new visual identity to trucks, vans, cars, website and digital assets, team uniforms, depot signage, collateral, merchandise and even beer cans for Christmas gifts.

Social media was used as a key platform to launch the new visual identity across a team that stretched across the country.

We centred our messaging around the new ‘B’ graphic, weaving it into Booth’s language and enabling it to become central to the launch, and future, messaging.