Sustainable refrigerated logistics, modernised for an electric future

• Heritage chilled logistics business evolving towards electric distribution
• Repositioned and refreshed to reflect a sustainability-led roadmap
• New identity and messaging system built for fleet, site, print and digital
• Clear narrative to support recruitment, partnerships and long-term growth

Bannister is a long-established logistics business with a clear ambition: lead the transition from diesel-powered refrigeration towards electric-powered chilled distribution, and ultimately electric HGVs. The rebrand was about bringing the external brand up to speed with what was already happening operationally, and building a system that felt modern, confident, and scalable without losing the credibility of a heritage operator.

The business had moved beyond the “traditional transport company” story, but the brand hadn’t caught up. Sustainability was real and measurable, but the identity and messaging didn’t clearly signal innovation, leadership, or direction. The challenge was to modernise perception while keeping trust, reliability, and longevity front and centre.

I led the brand refresh end-to-end – shaping the narrative, designing the visual system, and building practical guidelines so the brand could be rolled out consistently.

• Defined the positioning and narrative around sustainable chilled logistics
• Developed messaging pillars and tone of voice (mission/vision/values)
• Refined the identity system (logo, colour, typography, graphic devices)
• Designed core applications with a focus on high-impact touchpoints (especially fleet)
• Created brand guidelines to support internal adoption and long-term consistency

Bannister’s refreshed brand was built around a simple shift in position from operator to pioneer.

• Heritage credibility, expressed with modern simplicity
• Sustainability positioned as leadership, not marketing
• A bold, high-contrast system designed to work at distance (fleet-first)
• Flexible assets and templates that make consistency easy for busy teams

The system was designed to scale across digital, physical and operational touchpoints without becoming over-designed or hard to manage.

• Updated visual identity with confident typography and a distinctive graphic language
• Fleet livery concepts to maximise clarity, recognition and message hierarchy on the road
• A robust palette and supporting graphics/patterns for repeatable layouts
• Practical guidelines for how to apply the brand consistently across teams

• A clear, modern identity aligned to Bannister’s sustainability roadmap
• Brand system ready to roll out across fleet, site, print and digital
• Stronger positioning to support recruitment, partnerships and future growth

A refresh isn’t about reinvention, it’s about making change legible.

Bannister was already moving faster than its category, with a clear sustainability roadmap and a shift towards electrification. The work was to translate that operational reality into an external signal people could trust, and an internal system the team could actually use.
Brand, in this context, becomes a tool for alignment: it sharpens perception, builds confidence, and creates consistency as the business evolves.