A new positioning for a local brand that has become one of the most well known rent-a-car brands in Spain
Covey Car Rental is a top provider of industrial vehicle rentals in Spain. In 2013, the company embarked on an expansion initiative, resulting in the opening of 18 locations across the country. Their new branding aims to convey this growth. The branding strategy emphasizes that the vehicles themselves will be the primary communication tool for the brand. Consequently, the brand design should be highly readable from a distance, easily recognizable, and free of distracting symbols. It should be timeless, avoiding transient aesthetic trends, with the goal of being seen as a "new classic" in the industry. We developed specific guidelines for labeling to ensure that their various national suppliers can consistently apply the brand according to different vehicle models. Additionally, we created all necessary stationery and practical guides to ensure clients have the information they need before and during the rental process. Our efforts included adapting and customizing physical spaces, creating graphic campaigns for print and visual support at sales points, conducting photo shoots, and executing numerous online campaigns, including microsites, newsletters, and social media content. Covey specializes in refrigerated vehicles, and the parent brand, along with the Covey Frío brand and any future brands, must complement each other. Establishing a flexible and coherent system is crucial for generating future sub-brands while maintaining a cohesive market presence. More information can be found at: https://momoycia.com/trabajos/covey.