Letabox smart lockers ensure first-time delivery, every time. So customers can go back to being people, on-site staff can stop playing concierge, and businesses can stop losing money on the last mile.
Dan, the founder and owner of Letabox, came to us needing just enough branding to launch the website and sell the first few lockers to developers. After recognising that this was going to be a complex brand, we took a step back and started with a comprehensive brand strategy before moving on to the branding and website elements of the project.
Brand Strategy
We worked with our favourite brand strategy guru, Taryn Cohn, to find the perfect position for this innovative brand. After presenting heaps of research to the client and locating the brand in relation to its competitors, its target audience, and the problem it aims to solve, we landed on a brilliant strategic position: Be where you need to be.
This covers the brand’s promise to let people be people and be exactly where they need to be instead of waiting for parcels. It also deals with the idea that the box is there for you when you can’t be.
Logo System
The Letabox logo is built to make a statement with its bold, uppercase typography. The custom wordmark includes a rectangular ‘O’ shape inspired by the geometric shapes of the Letabox lockers. The primary logo becomes variable as the ‘O’ form can be stretched to any width. This way, it can fit any horizontal space and be used as a ‘frame’ across marketing materials.
Colour Palette
The Letabox colour palette uses muted tones to create a warm base while deeper shades add richness and depth. The palette is injected with pops of brightness for an exciting but polished finish.
Typography
The primary typeface, Thunder bu Rajesh Rajput is thunderously bold and cheerful. It is quietly supported by Manrope which is used in body text and smaller applications.
Brand Patterns
As the product itself is modular and geometric, the opportunity for brand patterns was limitless. We played with numerous repeated wordmark patterns and stacked the rectangular ‘O’ shape to mimic the lockers themselves.
Photography Guidelines
We provided photography guidelines to ensure all stocky imagery stayed in line with the brand’s look and feel. We focused on the product imagery which should be aspirational and closely follow the current trends. We also guided the client on images that show their audience how Letabox will make them feel.
Copy and Style Guide
When the strategy and design work were coming together, we decided to add some copy elements to bring the strategic position to life. Letabox’s copy is bold and optimistic while still keeping it straightforward to build trust with its audience. The assertive tone is seen in statements like ‘take control of the last mile’ and ‘smart lockers for smart estates.
The final deliverable here was a style guide so that, as Dan grows his internal team, the Letabox voice stays consistent no matter who’s writing for it. To begin with, Dan will be working with ChatGPT to write the Letabox copy so we included a guide for briefing this tone and style for AI software.
The Website
The Letabox website came together quickly. It’s a one-pager that communicates the value of using Letabox and explains how the service works. It’s dynamic and playful with images that move as you scroll. The site guides visitors towards the website’s primary call to action and goal, to ‘Get Letabox’.
Thinking Inside the Box
Innovative businesses like Letabox require innovative solutions. They’re bringing something entirely new to the South African market and it was our challenge to help them communicate their offering and their value in a way South Africans could understand.
Letabox, with its new brand and website, had started its steady spread into the South African market. Their founder has also recently launched Slouch, a portable chair that lets you sit comfortably anywhere. We love working with innovative founders and can’t wait to see what Dan and the Letabox team do next.