From the get-go, Orana’s business vision had us exploring a brand language and voice all about being customer-centric and approachable. Not clean and clinical. Low prices remain core to their offering, but with the rental sector’s price wars already close to plateauing out, the creative had to speak great value and better service, especially to its all-important business clientele. The vision of management also resonated with customer feedback we uncovered during targeted interviews. These revealed three main drivers of customer loyalty: 1. Low, low prices. 2. Unexpectedly great service. And 3, straightforward fleet choices.

After multiple presentations and much dialogue with the client, we finalised the friendly tone of voice, wordmark and lockup now in market. We’ve since rolled the brand out across a first round of core materials. Business stationery, promotional materials, vehicle decals, commercial interiors, building signage and staff uniforms all have the vibrant new look, and a first round of the website is already live.