Defining and expressing the future of supply chain management.
Brambles is a supply network business operating in over 60 countries. They excel in navigating the intricate, ever-changing ecosystem of goods, warehousing, suppliers, and retailers. The business has two brands, Brambles is corporate facing and CHEP is the market facing brand.
The living network.
The Change
Brambles is a well-established worldwide logistics company. It was transforming its capabilities by becoming a digital leader in supply chain logistics. This advance needed to be reflected in an evolved brand identity.
The Opportunity
Brambles is the company brand, responsible for strategy and development. It operates client-facing brand CHEP, which is responsible for the distinctive blue shipping pallets found around the world.
Brambles was changing the way it worked, from ‘wood and logistics’, to a digitally-driven brand. This digitization would enable the business to change how it operated. Increased speed and transparency would mean the business could be more agile, responsive and in-tune with the ever-shifting global supply chain, elevating its performance to benefit clients, consumers and the planet.
The Unordinary Idea
Our idea needed to express the change from static command and control to responsive and agile. Inspired by the individual yet perfectly co-ordinated murmumations of flocks of Starlings, our Unordinary Idea was ‘The Living Network’
The design system was built around this idea of constant movement. Shapes representing Brambles’ connections with planet, place and people, and CHEP’s pallets, were shown moving together as one, symbolising the energy of the global supply chain.
The two brands followed a complementary style that shows that they’re part of the same architecture. Both have ‘living network’ movement, consistent typography, and use blue as their primary colour.
Brambles’ blue is of a darker tone that fits a trusted parent brand, CHEP has a dynamic electric tone. Carefully selected photography illustrates the scope and activities of the logistics world, with the natural world at its heart.
Brambles and CHEP now have brand identities that firmly position them as leaders in the digital transformation of supply management.
CHEP delivers connected
pallets, crates and containers,
locally and globally.
