Sydney's Percept Brand Design created new branding and vehicle fleet livery for Travellers Autobarn to target their youth market.
With the vast majority of their customers being backpackers, Travellers Autobarn chose Percept in Sydney for their rebranding and vehicle fleet livery so it would appeal to the international youth market that they mainly deal with.
Percept created the branding to clearly communicate their long name and we saw an opportunity to use the A and V as directional arrows to visually gesture the travelling theme. This concept was enhanced further by lifting that element and making it a circular icon to represent the brand. This technique is similar to the way many modern surf brands brand themselves which is very familiar to the majority of Travellers Autobarn customers as they are part of the modern youth surf culture themselves and this is what brings them to Australia.
Percept aimed to achieve as much consistency as possible with the livery of the fleet which ranges across a variety of vehicle types. The main two branding devices were the logotype and the icon, which we had in just a couple of key sizes to keep signage production costs to a minimum. Consistency of placement allowed for strength of fleet, clear branding and great bang for their buck.
The most important part of this branding project was getting their positioning correct. In the backpacker campervan hire market, their is a vast array of choice. From the cheap and cheerful to expensive and reliable and everything in between. Percept aimed to position Sydney based Travellers Autobarn as a trusted company who were professional to deal with that consistently provide reliable vehicles. This was balanced with a youth appeal that was not too corporate in feel that said to its customers that Travellers Autobarn understand them and also offered great value for money. We also wanted to show that they have extensive experience in the backpacking market for travellers throughout Australia.
Travellers Autobarn's previous fleet livery was inconsistent in styles and didn't utilize the real estate on each vehicle in the best way possible. As the new signage has been rolled out, these issues have been addressed and they are finding that the new branding is connecting better with their youth target market whilst providing much more awareness of their brand name due to the clarity of the rebranded company image.
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