Since its inception in 1924, Neopost has been a global leader in mailing services and solutions. In recent years, it has decided to integrate digital solutions to their repertoire to cater for their consumer’s evolving needs. This change of emphasis for the brand was such a challenge that it was agreed a complete re-design of the brand was necessary. CBA was set the task of conveying this transformation to existing users of the company and also to those that hadn’t yet encountered it.
Having re-defined the direction of the brand, its architecture was re-structured into three pillars: Mailing, Digital and Shipping. These pillars were under the master brand of Neopost in order to retain the ‘human’ aspect of sending and receiving mail that had made the company so successful. Furthermore, the tagline, developed by CBA, ‘Send.Receive.Connect’ highlighted the brand’s effortless and instantaneous ability to send and receive messages whilst also reinforcing the brand’s emphasis on a human response.
In the logo re-design, retention of the ‘N’ not only signified the retention of the innate qualities that made the brand so popular but also conveyed the brand’s evolution. The colour green was selected as the brand’s primary colour to promote qualities of growth, harmony and ultimately safety. We wanted the consumer to realise that although the product was changing, their experience would be enhanced, not damaged.