Rebranding and Package Design

FleetPride, a heavy duty truck and trailer parts company, had six different exclusive brands. To create a stronger presence for their exclusive brands parts offerings, they chose to consolidate their entire line of six exclusive brands under a single brand – OTR. As a result, a new brand image was required that would communicate this change.

S.O. CREATIVE cleaned up the original logo and developed a new tagline that reflects the brand of heavy duty experts and products: Expertise Built-in.

We also developed a series of icons that served as a labeling system for the various OTR product lines. These icons were used to create a graphic pattern incorporating the OTR name, which served as a motif and visual branding system for the new OTR materials.

In addition to the rebranding and packaging design, we also created a full page print ad and corresponding online units to introduce the new OTR.

Rebranding Recognitions

This project received an Award of Excellence from the Texas 2015 Business Marketing Association Lantern Awards.