Prompted by a change in ownership and a new management structure, Dalepak, a third-party logistics business, who deliver end-to-end fulfilment and packing services to a global audience, commissioned us to focus their brand positioning and create a new identity that would not only better reflect their business but also act as a catalyst for change.
Building on the findings from the brand audit, we began the work with an extensive naming exercise. Originally named after the founder’s grandson 25 years ago, the business had grown to a £50 million turnover company employing more than 800 staff and processing 4,500,000 orders a year – it was time for a change. Having explored a number of options we soon settled on Cygnia as the new name. Derived from the Latin for Swan, we were drawn to the ideas that Swans are fast, they glide gracefully through the water, their teamwork and synchronicity is fundamental to them navigating successfully and they are dedicated partners – all thoughts that we felt applied to the logistics world too. And, fortuitously, the company’s head office also happens to be based in the Swan Valley!
It was during the naming process that we began exploring the strategic concept of flow as a very simple way of explaining what Cygnia did. We talked about that in terms of their operational expertise facilitating a smooth-flowing, hassle-free and seamless journey from the client, to the warehouse, to the customer. With this in mind, we developed the brand proposition of ‘never standing still’ as a way of reflecting the business. We then integrated the thinking into the narrative of their vision and values.
In the spirit of the flow concept, and as a metaphor for the logistics process, we thought it would be interesting to see if the new logo could describe the gracefulness of a swan with the simplest of flowing lines.
The graphic language employs a series of flowing graphic lines that can not only be used to describe a metaphorical journey but also make all the imagery very ownable and distinctive.
The work was documented in a comprehensive set of brand guidelines and rolled out across a number of applications including stationery, digital media, signage and promotional pieces.
What we did
Brand strategy / Naming / Brand identity / Brand communications: Promotional materials / Art direction / Graphic language / Signage / Animation
“The Joneses truly challenged our thinking in not only developing the concept, but distilling it into a new name, brand and identity which enabled us to move forward.”Nick Frogbrook – CEO