Set to launch in Cape Town, Cool Runnings was a taxi service aimed at bridging the gap between South Africa's cheap but chaotic commuter taxis and overly priced call taxis. The target market would be young students and travellers, those stuck without a ride and Long Road pub goers. The only mandatory in the brief was the name, Cool Runnings.
The name holds connotations with the famous movie and, of course, Rastafarian culture. We wanted to create a brand with a more local context, however, so we explored the links between Rastafarianism and Africa. During the creative process, two routes emerged for us. In the first, we based our creative around the symbol of the lion and in the second, we experimented with the baroque style of emperor Haile Selassi. Our visual executions went down separate routes as well with the Lion option being developed in a sharp vector style and the 'Baroque' option being created entirely by hand.
OPTION 1
Logo development
Poster
T shirt design
Business cards
Drivers uniforms
OPTION 2
Logo development
Business cards
T shirt design
Posters
