Eurotunnel Le Shuttle re brand

Garden undertook an re brand and image refresh project for the car shuttle offer of EuroTunnel. With clear objectives for the project, we worked closely with the EuroTunnel team to create a cohesive strategy and identity design to be launched in phases.

The objectives for the re brand was to build onto the heritage of the brand, connecting the UK and Europe’s own brands, and making people understand that this offer is about the car shuttle service rather than the people carrier that it is often confused with. It was also to provide the customer benefits that using a car to get to Europe has.

We approached the challenge on several levels, firstly we made sure that we created a visual identity that shared European and UK values, using the rich blue and red heritage. By creating a mark that showed the flow from two sides created a sense of simplicity and freedom. We created a tagline ‘drive though europe’ clearly set the customer benefit on every brand touchpoint.

Essentially, we created an attract, engage and convert approach, by owning the colour palette we get instant association with UK/Europe offer, the tagline defined the benefit and differentiator of it being a car shuttle brand, and by using images that inspired the imagination we manage to seduce hearts and imaginations.

Billboard design

The brand and identity is applied consistently, and image and tag-lines designed to inspire.

A simple and honest brand

The visual identity expresses the connection with Europe, bridging the channel.

Bridging the channel.

The colour palette is a combination of that of the British identity and the European flag.