Strategic thinking
We helped Devonia unpack the qualities and priorities that make them special. Just like a milkman, Devonia’s drivers are more than couriers – they meet customers regularly and become well known faces. Their brand needed to reflect human qualities, a key part of what we felt was missing in the old identity.
We analysed the concept of innovation within their service. Doing something that nobody else is doing (well, one other company in the UK) isn’t necessarily innovative. In fact it was more like the old normal than the new. But there is still something bold and pioneering about doing something brilliantly that makes so much practical sense and this needed to be reflected.
And of course, the sustainability angle is one that has guided their practice for nearly 20 years. But with a lot of noise surrounding environmental businesses, and the credentials that come with that, it was important not to appear to be jumping on the bandwagon. This has been at the heart of Devonia since the beginning.