Double Coin Imaging Awards

Call it fate, good fortune or just plain good luck, but when South Taranaki crane, Hiab and heavy-haulage transporter specialist Agtrans stumbled onto its unusual bright light blue, white-striped livery almost a decade ago, “it just stuck.”

Agtrans director Philip D’Ath explains: “It’s not a particularly awesome story, but when we first started in 2012 we had a Hino transporter that pretty much had that colour, with the two white stripes on it. 

“We (D’Ath and business partner Christian (CJ) Mahony) thought it looked alright, so carried on with it – and now it’s emblazoned across multiple vehicles. 

“Nothing highly technical or creative about it: It was jus... ... 

The inspiration for the sharp livery on the trucks run by Franklin company TDM Construction is an interesting mix of commercial and personal influences.

A couple of the icons on the company logo are pretty clearcut, straightforward: A digger bucket and a drainage pipe are cues taken from TDM’s civil construction and drainlaying business.

Then there’s the thistle icon: That’s all about the Scottish heritage of brothers Todd, Dean and Marc Black, who own and operate the company. 

The bright yellow and royal blue stripes – which are painted on plain white cabs – are also family-inspired: They’re the colours of the Mercer Rowing Club….which the entire Black family h... ... 

It amounts to, Aramex New Zealand CEO Scott Jenyns believes, one of the biggest (if not the biggest) rebranding exercises applied to a Kiwi commercial vehicle fleet.

By the time it’s completed, probably by the end of this year, about 30 linehaul tractor and trailer units and more than 300 courier vans will have been re-liveried….

Changed from the royal blue-based colour scheme worn by the former Fastway Courier’s trucks (with red and white signwriting) – to vivid red tractor units and curtainsider trailers, with white signage.

While the signwriting on the mostly-white courier vans has been switching from blue and red, to red and white (including company logos and red... ...