Percept were engaged for the naming, branding and positioning of this mobile mechanic company, including vehicle signage and uniforms, in order for their business to start their franchise model.

Case Study

The Challenge

To create naming, branding and positioning for a mobile mechanic company.

The name, branding, vehicle signage and uniforms were to appeal to existing customers, potential new customers and quality mechanics to join the business as a franchise.

Percept felt it was important for the new brand to have a strong personality to ensure it stands out from the crowd, positioning it as a real, relevant and capable company that prides itself on a reputation of high quality service solutions and customer satisfaction.

The Solution

We created a dynamic and engaging brand for Blue Toro, beginning with the naming process. The reference to Blue is to reinforce their existing colour palette which the business was attached to. The word Toro (Spanish for bull) makes a personal connection to the owner’s heritage. The custom illustration of the bull, combined with the tagline ‘Your Car. Our Passion’ makes a visual impact that is memorable, emotional and powerful.

The branding was extended to corporate collateral, vehicle signage, uniforms, video animation and extensive brand guidelines for use in their franchise model.

Since the initial brand development, Blue Toro has built its franchise opportunities throughout Australia and New Zealand and extended their branding into other related areas such as mobile truck and racing mechanics, as well as racing sponsorship, which has also required vehicle signage.