Creative Mediafleet Advances Vehicle Livery Design with Milk & More Rebrand
July 17, 2018
Fleet livery and branding specialist Mediafleet has announced a major new contract with Milk & More, Britain’s largest doorstep milk delivery service.
Oxfordshire-based Mediafleet, one of the UK’s leading vehicle livery providers and installers, is now busy rebranding around 1,200 Milk & More electric milk floats, diesel vans, HGVs and trailers.
Mediafleet has already rebranded around 250 Milk & More vehicles, including most of the businesses’ 200 new electric StreetScooter milk floats. The StreetScooters are Milk & More’s most environmentally friendly milk floats yet and are a fundamental part of a wider business strategy to provide a trusted home delivery service that connects customers with a wide range of high quality, locally sourced products.
In addition Mediafleet is also adapting vehicle wrapping for application to Milk & More’s 44-strong HGV fleet and supplying the artwork for fitment to curtainside trailers by the manufacturer.
Barnaby Smith, managing director, Mediafleet, said: “We are breaking new ground by offering a creative brand agency-style approach to vehicle livery design that provides our customers with a total one-stop shop also incorporating artwork production and livery fitment.”
He continued: “The major vehicle livery and wrapping opportunities are where companies such as Milk & More are undertaking a complete rebrand of the business. The company has utilised our complete service offering. Previously with Mediafleet’s work for major clients that include E.ON, SSE and Wessex Water we have worked with their artwork.
“However, with Milk & More, the Mediafleet creative team has worked in partnership with their rebrand team from the commencement of the project providing a complete design service for the new branding, increasing our focus on working both as a creative agency and in a production and installation capacity.
“The project is a fully comprehensive ‘front to back’ branding service, from initial design concepts, through to final brand plans all backed up by Mediafleet’s tried and tested production, installation and project management methods. It is a complete one-stop service and with creative agency design standards takes the concept of vehicle fleet livery to an entirely new level.
“Specialist creative agencies can be very two dimensional so their designs are not always suitable for vehicle application. Mediafleet’s industry knowledge enables our experts to create branding that takes account of the shape of vehicles so that a company’s key messages are in the most visible places.”
Laura Titchiner, head of digital at Milk & More, and in charge of the brand redesign, approached Mediafleet last autumn for help with the new vehicle wrapping that promotes the company’s growing home delivery product ranges and wider organic foods selection.
Ms Titchiner explained: “As a business, we are committed to making this great British tradition relevant to 21st century consumers and therefore the delivery vehicles we use must also meet those needs and their branding is obviously a key element of this programme.
“Milk & More had historically used Mediafleet for vehicle livery, but only for installation. This was a much broader project from rebrand design to fitment. We were very receptive to Mediafleet’s ideas and its understanding of the technical requirements of installing effectively the same livery on vehicles ranging from electric milk floats to HGVs.”
Mediafleet produced a number of designs that met Milk & More’s requirements and once one was selected worked with both the branding and fleet departments to apply the livery to a pilot vehicle. Feedback on the branding was also obtained from across the business, including from drivers.
Ms Titchiner said: “Mediafleet best suited our requirements from among the range of suppliers we spoke with and was most able to help Milk & More through the creative and design process as well as livery implementation.
“The Milk & More brand and digital teams led on the design process and then handed over to the fleet team for implementation. The relationship with Mediafleet has worked very well and we hope to have a long-term partnership for many years.”
Mediafleet is one of the country’s leading fleet livery and branding specialists. With an expanding central printing and manufacturing facility at Witney, Oxford, and a graphics application team with perhaps an unrivalled level of experience in the industry, the company has developed an advanced range of livery and vehicle branding products to cater for all large national fleet networks, whatever their requirements.
Building on Mediafleet’s core vehicle wrapping expertise, the company has grown its vehicle-related business by learning to understand the complexities and requirements of every unique fleet. By listening to prospective clients’ needs, Mediafleet provides a bespoke approach to each new customer. The company’s adherence to that basic principle has enabled it to develop some of the most successful vehicle branding campaigns of the last 15 years.
For further information contact Mediafleet managing director Barnaby Smith on 01993 772525.