Steering a coach hire business in the right direction

Putting passengers first
The creative concept focused on the customer experience, not the vehicles themselves. At the heart of any great coach journey is the seat — a personal space that passengers rely on for comfort, sometimes for hours at a time. By focussing the identity around this idea of comfort and care, we were able to humanise the brand and highlight what truly matters to Safeway’s customers.

Cutting through the crowd
Designing an identity that worked seamlessly across small digital touchpoints, large-scale coach liveries, and high-impact outdoor advertising was another key consideration. In a crowded and competitive industry, the brand needed to stand out amongst competitors, feel elevated, and maintain familiarity to their existing customers.

We refined the existing colour palette to hero the existing green, pairing it with the versatile and contemporary General Sans typeface. The result is a system that feels confident, approachable, and unmistakably current.

Going the extra mile
Despite budget restrictions, we pushed the identity as far as possible, modernising Safeway’s presence while keeping the fleet largely unchanged. Going beyond the original brief, we expanded the brand system across social media and high-street marketing, helping Safeway show up consistently and confidently wherever their audience encounters them.

The result is a refreshed, future-proof identity that positions Safeway Coaches for continued growth — and puts the passenger experience firmly in the driving seat.