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Milestone Creative has used the following skills/services in the project.
Dayla is a family-run, leading drinks distributor partnering with the world’s biggest brands in beer, spirits and soft drinks. The business has ambitious plans and its branding, dating back to the 1980s, was holding it back.
Facing increasing competition and the premiumisation of its industry, Dayla sought a creative agency partner to help solve its branding challenges. A phased rollout will see the brand strategy brought to life on a new website, product brochures, vehicle liveries, uniforms and signage.
The task
Dayla wanted a strong brand image for the business that reflected its long family heritage but one that would also take it forward for the next generation.
Dayla also needed to resolve its brand architecture including the relationship with its wine business, James Pettit, an acquisition with potential for greater growth.
Our approach
We started with a series of branding workshops with the management and wider teams to understand Dayla’s goals, culture, values and value propositions.
We also spoke to customers for further insights and reviewed the competitive landscape to define a clear positioning strategy for Dayla.
The identity needed to reference the industry sector without being confused with the many drink brands it distributes. The new logo features custom hand-drawn typography and a bold set of illustrations including Dayla’s iconic 1950s truck and key local landmarks that play a part in its long history.
With matching fonts and carefully picked colour palette combination, the Dayla and James Pettit brands now share design DNA. As a result, customers can easily understand their relationship as part of a single brand family.
Tone of voice and messaging have been developed to bring the brand’s personality to life through all customer touchpoints from eye-catching trucks and vans to social media.
Outcomes
The new identity has inspired and energised the whole business, from the delivery team to all the colleagues in the office and the warehouse.
The team have always been proud of their close, long-standing customer relationships. And now, their positioning is a central part of the fresh look: The Difference in Drinks.
