NZ Transport Imaging Awards

 
Beyond the Rainbow

Beyond the Rainbow

NZ Transport Imaging Awards

 May 2021   

Unsurprisingly, Rainbow Park Nurseries’trucks used to feature rainbows in their colour scheme – as a key part of the 45-year-old Ramarama-based company’s logos.

The mainly white trucks were brightened by a horizontal green stripe and bumpers, a green, red and orange rainbow that was part of the Rainbow Park Nurseries logo….plus a similar Rainbow Trees logo (yep, also featuring a rainbow), in three shades of green.

But times change, and a couple of years ago the business decided that its “moving billboards” – the company trucks that deliver over 1.5 million plants a year to retailers across the country – would be better employed promoting its core brand.

All of the plants and trees that leave Rainbow Park Nurseries’ 15-hectare state-of-the-art nursery proudly sport Enrich with Nature labels.


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Unsurprisingly, Rainbow Park Nurseries’trucks used to feature rainbows in their colour scheme – as a key part of the 45-year-old Ramarama-based company’s logos.

The mainly white trucks were brightened by a horizontal green stripe and bumpers, a green, red and orange rainbow that was part of the Rainbow Park Nurseries logo….plus a similar Rainbow Trees logo (yep, also featuring a rainbow), in three shades of green.

But times change, and a couple of years ago the business decided that its “moving billboards” – the company trucks that deliver over 1.5 million plants a year to retailers across the country – would be better employed promoting its core brand.

All of the plants and trees that leave Rainbow Park Nurseries’ 15-hectare state-of-the-art nursery proudly sport Enrich with Nature labels.

Business owner and general manager Andrew Tayler explains that the Enrich with Nature brand is used “out in the retail environment…..visible on all of our plants and…on all of our labelling and advertising and things like that. 

“So we looked at our trucks, which are really the face of our business – our moving billboards – and we decided it was time to remove the old Rainbow Park Nurseries with its simple green stripe down the side and a green bumper that we’d always had, and move to something that was a little bit smarter.”

That “something” already existed – in digital form at least, on the company’s Enrich with Nature website and on its labelling and so on.

So it was a matter, says Tayler, of transferring that branding over to the Rainbow Park trucks – transforming them with a stylish black and white division of the truck cabs and curtainsider bodies, a large bright green leaf, Enrich with Nature branding…and a new green, white, silver and black treatment of the Rainbow Park Nurseries logo (yes, still with its rainbow). 

Tayler says that Studio Green had come up with the original Enrich with Nature brand design – “but they’re not around any more.”

So, “with the help of Transvisual we moved this (design) over to our trucks. That bright green stylised leaf works really well with darker colours and so we decided to modernise the whole scheme.”

The design is both clean and striking with the contrasting colours and an overall theme that really catches the eye. 

The truck rebranding began around two years ago when the company purchased a two-year-old Volvo FM curtainsider. 

Says Tayler: “That’s when we decided that was the opportunity for that truck to be done in the new colours, so we got it wrapped by Transvisual. Then we got a new Isuzu into the fleet last year and got that one wrapped. 

“And then we had an older CF (DAF) that we were going to keep. That truck had done that many Ks, so that went in and had some tidying-up done and we thought ‘well, we might as well wrap that at the same time.’ The curtains don’t match yet, but they will soon.”

Since then, the new livery has been applied to each new truck as the fleet has expanded and renewed: “We got a new DAF a few months ago and there’s another one on order. 

“Hopefully by the end of this year – it will be around two and a half years – and we’ll have all the trucks done. It’s never quick.”

According to Tayler, although it does take time to transform the entire fleet, the actual process for each truck is now relatively simple: The new trucks come in stock standard white with black chassis – and then Transvisual wraps them all.

The Rainbow Park Nurseries fleet currently sits at seven – a mix of DAFs, Isuzus and the Volvo.

However, along with the on-order DAF, there will soon be another truck seen around the country in the new livery, as Andrew Tayler explains: “We also share the brand Enrich with Nature with another nursery in Cambridge. They have one truck being built now that will have the same colours – just that on the aerofoil it will say Annton Nursery.”

Tayler says that the fleet’s new branding works extremely well: “We get a huge amount of comments from not just our customers but from other people we know – other companies.

“Everybody recognises the trucks now. Whereas before you might only get the odd person say that they saw our truck, it’s a very regular occurrence now. They stand out now, for sure.” 

Tayler believes that the new branding is important for business – and, as the fleet expands, “the general public will see that big leaf logo going around the place.”  

Gallery

NZ Transport Imaging Awards May 2021
NZ Transport Imaging Awards May 2021
NZ Transport Imaging Awards May 2021
NZ Transport Imaging Awards May 2021
NZ Transport Imaging Awards May 2021
NZ Transport Imaging Awards May 2021
NZ Transport Imaging Awards May 2021
NZ Transport Imaging Awards May 2021

 


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