Polar Express are a professional temperature-controlled transport company with a fleet of vehicles. Alchemist was tasked with developing a branding solution, including a detachable icon, that reflected not only the company name, but also a sense of reliability and friendly service.

We settled on the most powerful predator in the arctic, the polar bear, to evoke strength and reliability, with its ruffled fur implying movement, along with a gentle smile to show approachability.

The branding was rolled out over stationary, staff uniforms and website, as well as a number of other collaterals.