We interviewed the Haultech staff, customers, independent owner drivers, fleet co-ordinators and fleet drivers. A recurring aspect we kept hearing about revolved around the time pressures facing the transport industry. Truck drivers need to deliver their cargo safely by a particular deadline. However their speeds are restricted and the number of hours they are allowed to work is curtailed (all very sensible). Except that ‘work time’ often includes sitting static in a queue of trucks for many hours waiting to unload. These idle hours constitute ‘work’, so having finally unloaded their cargo, they are on the road again – until they reach the allotted number of work hours, in which case they are obliged to stop and rest.

These enforced rest periods don't necessarily coincide with a need to rest or sleep… so drivers kick their heels for the regulatory period before setting off again. Later, they may be tired, but continue driving because they need to make the next deadline delivery. This is dangerous.

The good news for drivers with an ICEPACK is that it not only keeps them cool, but the gentle hum of the engine induces a psychological trigger towards sleep – leaving them better rested and focused for the journey ahead.

Our brand strategy was based on the core benefits associated with driver sleep – better concentration and focus, which are essential for road safety and distribution efficiency. We created a logo utilising a bespoke set of letters and branding elements which were inspired by the brand concept ‘focus’. All these elements have been applied to their products, buildings and marketing material.