Discover more.
Blue Car Rental was a strong, well-regarded brand with high service quality and a healthy internal culture, but its brand promise was weak and its external position was not clear enough. The task was to connect that service strength to a stronger idea that could carry the brand beyond the car rental transaction itself.
Results · 12 months post-launch
Strong trust inside, an unclear promise outside.
76
Brandr Index
79
Workplace Index
24
Brand promise
92
Workplace reliability
Blue Car · Brand campaign · 2025
05 / 07
01 · The challenge
A strong experience needed a clearer promise.
Blue Car Rental measured as a healthy brand with strong image, market relevance and service quality. The weak point was the brand promise, which scored far below the other measures. The challenge was therefore to articulate a clearer idea that could connect the strong experience, the service culture and the reason to choose Blue.
Metric
24 /100
Brand promise
Metric
92 /100
Workplace reliability
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Brand campaign photography · Eastfjords, March 2025
05 / 07
02 · Research
We started by understanding where Blue was already strongest.
The research combined internal interviews, market analysis, an employee workshop and Brandr Index. The goal was to identify a common core between the strong service culture inside the business and the meaning the brand needed to carry externally.
Insight one
Service was the real strength.
Blue was already very strong in service quality, reliability and employee pride. That gave the brand a credible foundation to build on.
Insight two
The promise was weaker than the experience.
The brand promise was much weaker than the actual experience. The task was not to fix the service, but to give that service a clearer meaning.
Insight three
The journey was bigger than the car.
Blue could play a larger role in the customer journey by giving people the freedom to discover Iceland on their own terms.
Testimonial
From car rental to the freedom to discover.
The strategy moved Blue from being defined primarily by cars and service to the benefit customers actually receive: the freedom to experience more. „Discover more“ became the simple idea linking dependable service, travel and curiosity.
brandr didn't write us a slogan. They wrote us a filter. Every product decision we've made in eighteen months has gone through "would the people who live here actually want this?" — and most of the answers have been clearer than we expected.
Sigurður Hannesson
CEO · Blue Car
04 · Identity system
Recognisable by design.
The identity system builds on Blue’s strong colour, simple wordmark and graphic forms that support travel and discovery. It was shaped to feel contemporary, digital and clear while preserving the brand’s direct and dependable character.
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Design principles
Colour, typography, icons and imagery work together as a simple, consistent system that supports „Discover more“ without becoming decorative.
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06 · Results
A strong position with clear room for greater distinctiveness.
The first Brandr Index measurement places Blue Car Rental in a strong market position. The brand performs particularly well in image, market relevance and social responsibility, while differentiation is the clearest opportunity for further strengthening.
Brandr Index
76
Image & perception
84
Market relevance
78
Social responsibility
75
Differentiation
63
Let's talk
Your brand is worth a 30-minute conversation.
Whether you want to measure where your brand stands, build a stronger strategy, or understand how you compare to the competition — it starts with a conversation. No pitch. Just an honest look at your situation and where we might help.
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