Unreal valets Budget rental brand

Avis is embarking on a European overhaul of its recently acquired Budget Car and Van Rental brand, with design work by Unreal.

The far-reaching project is the first time the brand has been comprehensively reviewed across Europe and the group’s work encompasses photography, tone of voice and a branding device.

The work launches in the UK next month. Over time it will be applied to all consumer-facing marketing and communications material across the company’s European, Middle East and African territories.

According to Unreal head of design Brian Eagle, although the work will not affect the Budget visual identity, the initiative is intended to bring a measure of consistency to the brand’s application and lend it a more ‘human’ style.

‘Offices across Europe have been doing their own thing. There’s been no proper template,’ explains Eagle. ‘We’re trying to bring more simplicity to the brand and a more considered approach. We’ve moved away from the budget [connotations] visually, but tone of voice retains the value-for- money messages.’

Headlines and copy will be ‘more approachable’, adds Eagle. A duotone photographic style has also been introduced (pictured), using the company’s orange and black colours.

‘We couldn’t control what photography [offices] use, but this is a way of treating images that [conveys] they are all from the same family,’ says Eagle.

The group was appointed in conjunction with advertising agency Mustoes, which is managing strategic elements of the brief, following a four-way creative pitch.

Avis acquired rights to the Budget rental brand across Europe in March 2003.