Developing the brand of an award winning catering equipment supplier




The Challenge

Allens are one of the UK’s leading event hire businesses having won Event and Safe Hire Company for the last four consecutive years. We were approached by brand positioning consultant, Jonathan Kirk at Up to the Light to lead on Creative Direction and design supporting the process of developing the new business identity from an agreed positioning brief.


Brand development and design

Our development role

Creative Direction  Brand Consultancy
Brand Development Graphic Design
Brand guidelines Product photography Brand Communications  Signage Vehicle liveries


Our Expertise

One of the key outputs from Up to the Light’s was to develop the positioning statement ‘A Promise Delivered’ as part of the design brief. We agreed to make a a fresh start rather than to retain any elements of the original identity which had been in place for 20 years. Our approach was to develop a custom typeface for the Allens wording together with a brandmark focussing on the ‘A’ which was developed with an upward swish.

What followed was an extensive roll out covering all key brand touchpoints including uniforms, client presentations, website look & feel as well as liveries for their fleet of vehicles. Our role also included the direction of product photography used throughout key communications and documented in the full brand guidelines.


“Neujuice has done a fantastic job of helping us to transform our brand. The team not only took the time to understand our business and our objectives, but also provided us with creative direction and technical expertise when we needed it. Above all else, they have been a pleasure to work with and have helped to make the entire project much easier to manage.”

Lene McGuinness – Marketing Manager, Allens

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