Haulage Van Branding Project – Lovello Ice-Cream PLC

I am thrilled to share the successful completion of a major branding project at Lovello Ice Cream PLC, where I spearheaded the redesign and execution of our 5,000-liter Haulage Van fleet.

This project was more than just a visual update; it was an end-to-end management challenge that required balancing creativity with rigorous operational logistics.

The Challenge & Creative Vision

To move away from the previous white-based branding, I developed a new, vibrant design theme from scratch. Facing complexities with external agencies, I took full ownership of the A-to-Z design process. My goal was to ensure the new visual identity perfectly aligns with our brand’s personality—bold, fresh, and appetizing.

Strategic Execution & Timeline:

• January – Early February: Initiated the project, focusing on design conceptualization, securing City Corporation approvals, and conducting thorough vendor evaluations.
• February 19: Finalized the printing partnership with CMYK, one of the industry's most reputable suppliers, to ensure premium color accuracy and material durability.
• February 23 – February 28: Executed the on-site transformation at our factory. This involved removing old stickers, deep cleaning the van bodies, and applying the new branding.
• Operational Coordination: Managed the logistics for the specialized pasting crew, including their accommodation and workspace setup, ensuring a 24/7 workflow to meet our tight deadline.

Overcoming Obstacles

One of the biggest hurdles was coordinating with the Transportation Department to pull active vehicles for branding without disrupting the supply chain. Additionally, several haulage vans required body repairs and welding adjustments. By working closely with the pasting experts and our Marketing DM, we successfully branded 09 vans within just 5 days, while strategically holding 2 units for ongoing mechanical repairs.

Multitasking in a Fast-Paced Environment

While managing this on-field project, I also coordinated:

• Ongoing Road Cone Branding projects.
• Preparations for upcoming Iftar Mahfil events.
• General brand communications from the Head Office.

Key Achievements:

• Full Design Ownership: Created the new theme and technical layouts independently.
• Operational Efficiency: Completed a large-scale fleet rebranding within a strict 5-day window.
• Stakeholder Management: Seamlessly bridged the gap between Marketing, Transport, and external Vendors.

This project has been a testament to my belief that a Brand Executive must be as skilled in the field as they are in the studio. Seeing the new fleet on the road is not just a professional win, but a personal milestone in my journey as a brand marketer.