Booth’s Logistics brand development

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

Picture of Booths truck with two trailers, sitting on waterfront under clear blue sky

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
Booths old logo on left, new logo on right side
Booths B logo with blue and silver stripes to the left of it, sitting on top of a black background
Booths company profile cover showing large B and inside the B shape, pictures of the Booths team at work
Inside spread of the Booths company profile showing road and New Zealand mountains landscape.

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.

Booths website homepage sitting on laptop graphic
Picture of a hand holding a mobile phone, showing the Booths website homepage
Image of individual pages of the Booths brand guidelines manual
Woman wearing glasses and a Booth's high visibility vest standing, smiling at camera in front of logistics warehouse.
BOOTHS worker in high vis vest shifting a box
Booths tote bag and stationery designs
Booths coffee mugs
Booths CAP showing Booths B logo  and CAN DO WILL DO message
Booths not books showing Booth's logo B on cover, black background
Image of Booths Powerpoint slides including cover pages and content pages, all lying flat on a dark grey background

“Ramp was instrumental in our understanding of options to better present our rapidly evolving business to our stakeholders. Stephen brought his own experience and expertise along with hand picked experts in specific disciplines as required in our rebranding process. This included inclusive internal workshops to develop our positioning and values through to design, branding, and execution. I couldn’t recommend Stephen and his extended Ramp team more highly – just awesome.”

Trevor Booth
Executive Director, Booth’s Logistics