NOW Couriers is part of the Express Package division of Freightways Group, acquired in 2008. NOW Couriers is an ‘Auckland only’ premium courier brand with a solid customer base and an exceptional service ethic. Already viewed as the ‘Auckland specialist’ and the brand to trust when delivery failure wasn’t an option, NOW Couriers asked Voice to review its brand positioning and visual identity to ensure the brand resonated with its target audience.

The positioning needed to reflect its customers’ time, quality, and value sensitivity to articulate it clearly and competitively. We knew that NOW Couriers sat between two traditional offerings – the cheaper hub-and-spoke value-based model where consolidated freight moved in bulk around the city – and the faster, more expensive point-to-point model where freight was carried door-to-door. Additionally, the need for speed, reliability, savviness, premium care and the ability to deliver after 5 pm appealed to its customers – busy urbanites with important things to do – were all aspects the brand needed to reflect.

Backed by the promise of “Guaranteed same day. Today and tonight”, and a simple strategy that built on the agility, warmth and confidence of the business, positioned NOW Couriers as Freightways’ incubator brand that promised it was the “Best way to move packages across Auckland”. An engaging, bright visual identity would ensure the NOW vans would be easily noticed on Auckland streets.