When Warburtons, the UK's Number One branded baker commissioned their new Econic vehicle, liquid were on hand to design the accompanying livery.
The tractor unit, the first of its kind in Britain, combines a low-entry cab with a low emission gas powered engine. The new vehicle produces 20% less CO2 than a diesel vehicle and emits virtually no particles and dust.
Liquid was briefed to design a livery that would help communicate the '20% less CO2' message to consumers and make the new vehicle stand out from other vehicles on the road.
The result was a striking design, which depicts a field of golden wheat beneath a sunny blue sky, and bears the slogan ‘helping to keep the air as fresh as our bread’.
Steve McGauley, Creative Director for liquid, said “This lorry may be about reducing environmental impact but we hope the livery will make a big impression! Warburtons have already had some great feedback from people that have seen the vehicle on the roads - its certainly attracted a lot of positive attention!"
Richard Hayes, Warburtons Marketing Director, comments: "With over 1,000 vehicles on the road we are as much a logistics business as a baking one. Any vehicle innovation that can give us the performance we need while being kinder to the environment and the communities in which we operate, will be considered in years to come. Liquid came up with an idea that helped us to bring this ethos to life and met our brief perfectly."
The truck is now running between Warburtons’ national network of bakeries and depots, which stretches from Aberdeen, to Newton Abbott to Thetford, as well as making bulk deliveries to the company’s larger customers.
To view pictures of the lorry click here: www.liquidsolution.co.uk/casestudies/showcasestudyclient.asp?clientid=2