Moto

Turning Stops into Smiles

Moto is the UK’s largest motorway service station chain. We created a brand strategy and new identity system that redefines what travel means to motorists, transforming from functional pit stops to a feel-good destination.

For decades, motorway service stations have been seen as a necessary but uninspiring pit stop, falling short of expectations for rest and relaxation. Moto recognised the need to redefine this experience and play a more positive role in consumers lives by making customers feel “valued, rested, and replenished. With 59 locations nationwide, the challenge was clear: transform the perception of motorway stops from a convenience to a restorative destination.

That’s why we set out to create a more uplifting identity rooted in the idea of ‘travel on the bright side.’ At the core of the new identity is the Moto ‘Smile’ – a warm, inviting symbol that embodies the brand’s welcoming spirit and hassle-free experience.

The smile is brought to life across every touchpoint, from signage to wayfinding, even appearing on dog collars in the Dog Walking Zone. A bold and bright colour palette draws out the brand’s green EV credentials and uplifting nature. Whilst a soft and approachable typeface, paired with a friendly and welcoming tone of voice, ensures the brand connects with levity and warmth.

The new identity sets a higher standard for motorway stops, ensuring they’re more than a functional pit stop—they’re a feel-good destination.

Capabilities

Brand Strategy

Brand Identity