Local courier company LBC Express has quietly undergone a rebranding exercise reflecting its global ambitions.
The company retains its original red and white livery but dropped the sharp typography in exchange of softer letters enclosed in a guitar pick shaped icon.
LBC also dropped its decades-old Filipino tagline “Hari ng Padala” for an English motto “We like to move it” – eerily similar to a song used in the popular animated movie “Madagascar.”
Marketing first spotted the change in a YouTube video posted by its newly appointed creative agency-of-record Havas Media Ortega on the agency’s official fanpage.
Duties for the rebrand, however, were handled separately by Tangible Singapore. The agency is also behind the rebrand of Insular Life and UCPB.
In its website, Tangible posted a case study about the changes, which came complete with a new website, vehicle motifs and packaging design.
“LBC saw the opportunity to consolidate a myriad of internal statements & unite their people behind their brand. Tangible focused the brand promise around delivering emotions rather than things.”
Speaking about emotions, the new LBC video was a tearjerker aimed squarely for overseas Filipino workers who frequent the company’s services.