Lada Express is a new start-up in freight transport and delivery. They invest in stable quality services with an experienced team and have advantages in speed, and technology.

In 2021, the founder approached us to obtain a distinctive identity that is unique compared to others. To align with the vision of Lada, and after brainstorming a lot for the creative direction and brand’s name, we decided to create a mascot for the whole brand. “Lada” is a short word from “lạc đà” – camel, a very slow animal living in a harsh environment like dessert. We chose camel to be different and adaptive, besides bird with box, butterfly, and paper-plane, … We want to conjure up a brand that guarantees quality, has a solid team, and has its own pace & personality.

For the design, we created a movable logo, a fast camel (a new different kind) with velocity inside a flying arrow. We want people to see a non-stop working brand on any applications.

Lada’s identity was built around a group of camels always moving forward. The pattern carried a metaphor for a group of these animals reaching over any terrain to deliver goods to customers with high speed. While the color palette focused on showing speed as Red and passionate looks as Yellow, our type choice was Public Sans, with strong and neutral shapes. All this added to a simple layout system to convey information more intuitive. We also used the tracking for typography setting to increase brand movements.

As a result, Lada Express launched their identity with simple but dynamic, catchy looks that impressed people with a strange group of “fast” camels.