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Road Choice Truck Parts Rebranding


Road Choice began as a brand targeting 3rd and 4th generation truck owner/operators. The brand was designed to bring to mind a simpler time with the vintage look of an old, friendly truck stop. However, as the brand evolved it became apparent that it was out of sync with the target of fleet operations of varying sizes. Without a clear, well-defined brand the customers would use price as the main differentiator. And price is a tough position to own. The brand needed to evolve in order to stay relevant with their fleet customers.


A bold rebranding effort was undertaken, based on our research we started with a complete brand strategy to communicate the image of reliability and confidence. Following the strategy, a complete identity transformation was undertaken. Everything got an overhaul to use the language of truck aftermarkets. Logo, packaging, point-of-sale, advertising.


The new Road Choice brand has been enthusiastically adopted by dealers, with increased participation in the Road Choice product line and promotions.

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