Brand Identity for Travel
India travels by road. This is truer now than ever with the recent push for enhancing the road network and quality. However, intercity mass travel by bus is a terrible experience. Undifferentiated offerings, unpredictable timings, waiting by roadside pickup points, poor maintenance and cleanliness, a noisy ride... the list is long.
Sudhakar Reddy, founder of Fresh Bus, set out to solve this with Fresh Bus. To start, Fresh Bus has a brand-new, all-electric fleet with world-class comfort and ride quality. It uses technology to make the trip extremely convenient and a hospitality mindset to make it comfortable.
Opposite collaborated with Fresh Bus to create a bold identity that works beautifully across touchpoints, from large-scale applications on the bus and pick-up points to digital manifestations. We imagined a brand that would have a mass appeal across urban and semi-urban audiences as it rolls out across the country. A brand that is easy to scale and easy to work with for teams everywhere. And a brand that stands out and yet feels at home in the vibrant mess of Indian roads.