A KENT haulage firm is ‘delivering’ its message loud and clear after completing a major investment and rebranding programme.
Established for more than 80 years, Alan Firmin Ltd – a member of the UK’s leading palletised distribution network Palletforce – has given itself a refreshed brand and modernised its fleet.
After investing a significant £1.5m on replacement vehicles, additional equipment and a rebranding project, which includes distinctive new livery, signage and corporate logo, the family-owned business believes it’s heading firmly in the right direction.
Alan Firmin Ltd director, Paul Denyer, explained: "Our brand in the marketplace, our image and perception are very important to us, particularly in the current economic conditions.
"To help us maintain and cement our position as a premier haulier it is vital that we portray an image that represents our culture of strength, high-quality and reliability – and we believe we have achieved this.
"Successful and well-branded organisations have a logo that is identifiable with the company name, often without the need to display the name. That’s what we feel we have with our new ‘coil’ logo design."
With an operation that involves more than 100 employees and includes 650,000 sq ft of property, the investment has allowed Alan Firmin Ltd to add 16 Lawrence David tri-axle trailers, nine DAF XF105 super-space tractor units and three MAN TGM 18t Rigids to its 120 vehicle strong fleet.
The company works alongside 100 other transport depots across the UK who make up the powerful Palletforce distribution network. Together they serve thousands of customers – which include major brands and well-known high street retailers.