How do you retain your roots while being fit for an ambitious future?
The supply chain industry is full to the rafters of ‘market-leaders’ who are ‘dependable’ and ‘will do whatever it takes’ to get the delivery done. Menzies Distribution have been one of the leading players in supply chain solutionsfor nearly 180 years. With a long, rich heritage comes plenty of experience,but how do you marry the two and use it to propel your business forwardsin a dynamic industry that continues to change at pace?
Reflecting the inside – outside
While the competition tends to stick to tried-and-tested routes to market, Menzies Distribution have a history of putting their experience and imagination to work – often creating an entirely new supply chain solution to fit their client’s problem. To really understand the organisation and what makes it tick, we needed to get to know the people behind the ideas. The people who have built the business into what it is today, through generations of hard work and creative thinking. Armed with this understanding plus insights from staff in every department, we developed a new brand strategy that would ring true for current employees, help to attract new employees, and set the business up for an ambitious new growth strategy. Having recently parted ways with Menzies PLC their new business strategy was agile and forward-looking. The brand needed to reflect how the business was changing internally, and let the outside world see that too.
Driving meaning into every element
The elements of the brand’s visual and verbal identity have been streamlined and clearly defined to build on past successes and their unrivalled national network. Whilst the brand had to fit within category conventions, we needed to lift the identity to ensure it was innovative and stood out. A rich deep blue has covered Menzies’ vans for generations. The legacy of this bold use of colour has been retained and energised with bolts of electric lime. A striking graphic element displays the network in a simple, modern way that has real impact on any application. Telling impactful stories continues through imagery and tone of voice, both designed to champion past success, expertise and an ambition to do more.
Zooming into the future
The result is a brand that reflects the innovative, forward-looking organisation they are on the inside. Working in partnership, we delivered extensive internal and external launch projects that will accelerate the brand – and business – towards the ambitious growth they’re aiming for. Menzies Distribution is ready for action.