Logistics business Pack & Send is forging ahead to the future. It has just unveiled an exciting fresh take on the distinctive branding it has sustained for its 31 years of trading.

Pack & Send country manager Nicholas Woodward explains.

“While we’ve had minor updates over the years, this evolution was about establishing a brand identity built to carry us confidently into the next decade — and beyond,” Nicholas says.

There is a fresh look to the logo and other brand assets, including vans, shopfronts, and uniforms. The message to market is clear.

“We are building a new chapter for the next era of success for the business. This is going from good to great,” he says. “We are not changing our brand. This is about redefining and reaffirming the positive impact we’re having on the marketplace.”

The rebrand is an exciting opportunity to optimise the brand’s position in the market to benefit franchise partners.

“We want to demonstrate the depth of our offer, backed up by our award-winning service,” Nicholas adds. “This is a great starting point for conversations about our services with existing and prospective customers.”

Pack & Send brand refresh is part of a wider strategy

It is important to get cut-through in a very crowded marketplace and the refreshed brand sends a positive, confident message to customers.

The refresh is part of an overarching strategy to win more business and eCommerce customers, and continue to be leading player in the changing market.

While offering a full range of solutions to small and medium sized businesses remains core to the business, the fastest growing sector is eCommerce and the messaging is designed to resonate with this ever growing sector.

New tagline: the way logistics should be done

“This refresh also empowers our franchise partners with stronger marketing assets and a more confident, unified verbal identity — helping them show up with clarity and impact,” he explains.

Pack & Send’s well-loved tagline ’anything anywhere’ has evolved to ‘the way logistics should be done’, a  bolder declaration of the premium service the business delivers.

“We see ourselves as experts not just in shipping but the entire logistics process. For our brand, logistics isn’t just about speed of service, it’s trust, reliability and the human touch,” Nicholas says.

“Customers love the human touch we provide; a local franchise partner can support them every step of the way – some people don’t know we can manage the entire logistics journey for them. 

“‘Everything taken care of for our customers’ is our brand promise. This is the message that we instill in our franchise partners, and is reinforced every day by their actions and behaviours,” Nicholas says.

Engaging with franchisees

Pack & Send started work on the brand refresh 18 months ago and engaged with the brand’s franchisee representative body, the Franchise Advisory Council (FAC), throughout.

Pack & Send also discussed project development and costs of implementation at state meetings, roadshows and the national conference.

“We’ve been very careful to ensure every store will have their own action plan which will enable them to complete a brand refresh,” Nicholas says.

A stronger message, bolder colours

Pack & Send began rolling out phase one of the refresh on 30 April 2025, and expects to complete the rollout in 24 months.

Phase one encompasses the digital assets, imagery, website, uniforms. Digital and social media campaigns are already telling the brand story, while marketing campaigns in local areas will kick off later this year. Phase two will update window signage, van signage, and decals.

Of course all new stores will sport the bold new look, which retains a familiar blue and yellow colour scheme.

“I’m really pleased with the outcome. It’s such a fresh look, with a stronger message. The colourway is the same, blue and yellow but more vibrant for a digital environment,” Nicholas explains. 

Previously the Pack & Send delivery person formed the ampersand on the old logo.

“We brought on marketing and brand imagery experts to help redefine our ‘hero’ and the new persona is like Superman; a figure coming to the rescue, helping save the day, going above and beyond to get the job done,” he says.

It’s a much cleaner and professional logo design that works to deliver the message to market.

And franchise partners love it. 

Franchisees excited by the brand’s progression

“Franchise partners are our biggest advocates,” Nicholas reveals.  “We have had overwhelmingly positive feedback. They love the direction of the brand, and they are excited they get to be part of this new chapter we are entering.”

Nicholas describes this as a generational project for the business, a deliberate evolution of the brand.

“Our strategy is to expand our network footprint. We are confident this new look will excite new franchise partners who want to join a growing brand.”

Pack & Send has 135 centres open in Australia, and will add four more in the next few months. The goal is 150 open by the end of 2026.

“We are building a new chapter for the next era of success for the Pack & Send business. This is going from good to great,” Nicholas says.