Penguin Refrigerated
When Just Chill Social brought me into the Penguin Refrigerated UK project, the challenge was clear: give their entire fleet—from small vans to articulated trailers—a visual upgrade that not only respected their legacy mascot but also screamed reliability at highway speeds. We needed something that turned every vehicle into a rolling promise of freshness.
Sculpting the Penguin & Refining the Mark
I started by fine‑tuning the classic penguin mascot. I adjusted line weights and proportions so it remained bold and legible even on the longest trailers, and tweaked its posture to lean forward—conveying motion and trust. Next, I developed a new wordmark using a custom sans typeface with subtle curves that echo the smooth flow of a refrigerated cold chain. The result was a friendly yet professional lock‑up, paired seamlessly with the new tagline: “Super Chilled Logistics.”
When Branding Hits the Road
With the mascot and wordmark locked in, I created full‑scale livery mockups and worked with the install teams to apply them across the fleet. High‑contrast penguin icons sit alongside the crisp wordmark and tagline, ensuring every vehicle reads clearly—rain or shine, day or night. The once‑ordinary vans and trucks now function as dynamic billboards, broadcasting Penguin Refrigerated’s commitment to keeping goods—and expectations—perfectly chilled.
Logistics with Ice in Its Veins
This project reminded me that great branding isn’t static—it has to perform under real‑world conditions, at scale, and in motion. Translating a heritage mascot and a new promise into rolling canvases taught me how design can drive both recognition and reassurance. For Penguin Refrigerated, every mile now carries a visual guarantee of chill.