A startup venture in a highly fragmented and opaque Logistics sector approached Radicle to create a unique technology-driven offering. After an in-depth study of the sector, Radicle team discovered that it is dominated by generic category-specific branding. Radicle created a brand name that stood out in the segment- "Glasswing", based on the key value of the company 'Transparency'.
This unique brand identity was devised by the team taking inspiration from a Truckers’ lives for a fast recall. The Design and Communication gave the brand stark imagery that was also true to the business category.
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