Fastway Couriers rebrands with extra focus on ecommerce

New Zealand and Australia based franchise courier network Fastway Couriers is rolling out a major rebrand it has described as the most significant change in its 28-year history. The move comes as the company intensifies its efforts to attract e-commerce business.

The new simplified blue and red logo, which casts off the previous courier cartoon character, has already begun to appear in several key metropolitan areas, with remaining franchises set to complete the switchover by early 2012.

The new look is appearing on vans, uniforms, signage and marketing materials as part of a phased roll-out in the network of 700 franchises across Australia, which moves around 16m parcels each year, and 250 franchises in New Zealand where around 5m parcels a year are handled.

Fastway Couriers chief executive Richard Thame said the new look appearing on vehicles, uniforms, signage and marketing materials was about creating a “simple, bold and efficient” identity for a company that is currently pursuing growth particularly in the e-commerce sector.

“Refreshing our design will ensure the ongoing relevance of our brand and help us achieve our goal of becoming the preferred courier service provider to the online retail industry,” said Thame.

Fastway said its rebranding effectively highlights the investment in technology it has put in to “revolutionise” the company’s interaction with customers, particularly on the ecommerce side.

“As the online retail sector continues to boom, Fastway Couriers is uniquely situated to offer a world-beating last mile solution,” said Fastway New Zealand chief executive Bruce Speers. “The changes to our branding will help portray this new focus.”

Fastway started up in New Zealand in 1983 before expanding to Australia ten years later. The company now has an annual turnover of around $455m, and has opened franchises as far afield as Germany, South Africa and Ireland, though the company has found it more difficult establishing franchises in markets including the UK, Canada, France and Spain.

Marketing boost

The rebranding in Australia has been the first major project at the company for its new marketing manager, Christine Guy, who recently joined after 15 years’ experience in a range of industries including seven years with Australia Post.

As well as the rebranding programme, Guy will play a “vital role” in promoting further growth for the franchise brand, including within the fast-growing online retail industry.

“Christine has been working tirelessly to ensure a seamless rebrand rollout across our Australian network,” said Thame. “We’re confident that her expertise and leadership experience will help to enhance Fastway’s growth strategy now and in the future.

“Importantly, Christine’s wealth of experience working with SMEs in the postal services industry provides us with a welcome boost as we seek to partner with more of Australia’s online retailers,” Thame added.