Egala

In 2021 The Team was approached by a our European logistics client, Boekestijn Transportation to establish a new player in the UK freight transport industry. Their vision was to create a distinctly different type of truck transportation company, one that would stand out in what is a traditionally structured and price-focused sector by prioritising driver welfare and promoting ethical practices.

The challenge was to develop a brand that would resonate with both clients and attract employees, while positioning the company as a forward-thinking and responsible logistics provider.

The key to positioning this new company was to emphasise its unique approach to logistics. We focused on three core elements that would form the foundation of the brand’s purpose, promise, identity and messaging:

1. Driver-centric operations
2. Ethical business practices
3. Innovative service delivery

To develop a brand that had impact our strategy had to focus on:

• Conveying reliability and professionalism
• Highlighting the company’s commitment to driver welfare
• Emphasising ethical and sustainable practices n the logistics industry
• Projecting a modern and innovative image

To achieve our objectives, we adopted a multi-faceted approach:

1. Create a name that was memorable and conveyed driver equality and equity
2. Design a visual identity that would stand out in the sector
3. Shape messaging that emphasised the company’s unique value proposition
4. Develop a launch strategy to quickly establish brand recognition

After an extensive ‘namestorming’ and validation process, we developed a name “Egala.”  The name derived from the French word egale = equal = equity. It’s a name that reflects the ethos of the business by valuing the driver which in turn leads to higher standards of service to customers.

Ultimately Egala raises the bar in the truck transportation sector. This name was chosen for its ability to promote equality (reflecting the company’s ethical stance and championing the role of drivers) and agility (representing the company’s innovative approach to logistics).

The visual identity for the brand was designed to be fresh and vibrant, standing out in a sector often dominated by more traditional branding. Our Design Director Ryan Miller explains how “we created a logo in a shield device featuring a stylised ‘Egala Star’ symbolising the excellence at for truck drivers, putting them at the heart of everything associated with the business and recognising the value they add to our everyday lives.” The logistics sector central to the transportation of practically everything the that consumers and businesses need from food to medicines and more.

The result of our branding efforts was Egala Limited was officially incorporated on January 7, 2022 and launched later that month. The company has quickly established itself as a new player in the UK logistics sector, focusing on road transportation with a strong emphasis on driver welfare and ethical practices.

Egala.com

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