Eurotunnel
A phased refresh to clarify the car shuttle offer and sharpen its appeal.
Eurotunnel asked us to refresh the brand and image for Le Shuttle, with a strategy and identity that could roll out in phases. The challenge was specific. Build on the heritage, connect UK and Europe cues in a way that felt natural, and stop the offer being mistaken for a people carrier. At the same time, the brand had to sell the customer benefit, taking your own car to Europe, with freedom and ease front and centre.
Project details
A branding consultancy approach that started with clarity, then built desire through design and messaging
1. Audit and focus
We began with a brand audit to pinpoint what was working, what was being misread, and where the story was getting lost. The output was a tighter strategy that protected the heritage, while giving the car shuttle offer its own distinct space in people’s minds.
2. Identity with meaning
We created a visual identity that held UK and European values together, rooted in the rich blue and red heritage. A new mark expressed flow from two sides, signalling movement, simplicity, and the freedom of taking your own car across.
3. Attract, engage, convert
The system was designed to work across the full funnel. Owning the colour palette built instant recognition. The tagline clarified the benefit. Inspiring imagery did the emotional work, helping the brand move from functional transport choice to something people actively want.
Identity details
The identity centred on a bold heritage palette, rich blues and reds that quickly cue UK and Europe. A simple, directional mark showed two sides flowing together. Photography focused on imagination and possibility, the kind of images that make you want to get in the car and go. Tone of voice stayed direct and benefit-led, with the line “drive though europe” used to keep the proposition clear at every touchpoint.
Brand application
A brand system built to roll out in phases, without losing consistency or recognisability.
We created an identity and messaging toolkit that could be implemented step by step, while still feeling like one coherent brand. The palette and mark did the heavy lifting for fast recognition, tying UK and Europe together in a single glance. The tagline anchored communications so the offer read as a car shuttle service, not something else. Across customer-facing touchpoints, the mix of clear benefit statements and evocative imagery helped attract attention, hold interest, and support conversion.
The result:
A clearer Le Shuttle proposition, rooted in heritage, with a more compelling reason to choose the car route
The refreshed brand brought sharper definition to what Le Shuttle is, and what it is not. UK and European cues were brought into balance, so the brand felt like a bridge between two continents rather than a generic transport offer. The work gave the Eurotunnel team a strategic and creative foundation they could apply consistently as the phased rollout progressed.
The identity system was built to support an attract, engage, convert approach. Stronger colour ownership improved instant association with the UK to Europe offer. The benefit-led tagline helped reduce confusion around the service category. More inspirational imagery strengthened emotional pull, helping the brand compete on desire as well as function.
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