NEW ZEALAND
Rethinking a classic

Rethinking a classic

Classic Cover Insurance

We took a much-loved brand and gave it a contemporary twist.

The challenge

Classic Cover is a brand that’s iconic among passionate car enthusiasts. They were after a rebrand that felt fresh but didn’t alienate their loyal band of followers.

Like many vintage cars, Classic Cover’s ageing brand needed some love, attention and a bit of elbow grease.  The client required a new identity which would represent their core values, look professional, and speak to both the broad cross-section of their customer base, and the wide variety of vehicles they cover. We were tasked with creating a distinctive visual identity for all brand communications that would set Classic Cover apart from the rest of the category. The refreshed identity needed to project passion, security and credibility while being equally appropriate emblazoned on a pit crew member's t-shirt or on the cover of a comprehensive insurance policy document. 

The solution

Our redesign is an evolution of the original logo, retaining the use of the roundel, wings motif and retro colour palette. The bold, memorable, visual device contains a CC monogram which can be paired with a solid, confident wordmark or used as a stand-alone graphic and over time will become a highly iconic and recognisable brand asset.   

The new look was then extended across a full brand identity set and included typography, tone of voice, photographic styling, advertising, printed collateral, event signage and eventually a full website build.