Carter Cash
For more than 20 years, Carter-Cash has made motoring more accessible through its promise to provide the essentials for maintaining a vehicle at the best price. With more than 100 outlets, the brand has become a benchmark in the automotive hard-discount sector. As it prepares for the next twenty years, Carter-Cash is strengthening its positioning and asserting what makes it unique.
Challenge
After two decades of growth, the challenge was not to reinvent the brand, but to reveal more clearly its raison d'être. It was necessary to reaffirm its role in the daily lives of motorists, clarify its promise and strengthen the coherence between positioning, customer experience and retail concept. The ambition was also to accompany the evolution of the network while preserving the fundamentals that made the brand successful.
Solution
The project started with a strategic design work aimed at redefining the basis of the brand around a strong reason to be: "The car for all". Because the car is not only a means of transport, but an essential tool to advance, preserve its purchasing power and maintain the social link. This reflection enabled Carter-Cash to fully assume its unique status as an automobile hard-discounter and to build a brand platform based on four personality traits: sensitive, sincere, essential and sustainable.
A stronger identity
The strategy has guided the evolution of brand identity. The Cashy mascot gains expression and connivance, while the graphic universe strengthens the position of the sign. The handwritten awards, Carter Cash's historical markers, are preserved as a symbol of authenticity and transparency.
Drive for less
The new signature, "Rolling cheaper", directly reflects the promise of the sign. It is accompanied by a more complicit voice, more direct and more committed to purchasing power. A communication that proudly claims discount codes while strengthening proximity to customers.
A simplified customer journey
The retail concept has also been optimised to streamline the experience. The façades, signage and route were redesigned to enhance the visibility of the offer and to facilitate understanding of services.
Sustainable discount
Being discount does not prevent being responsible. By extending vehicle life, Carter-Cash is helping to reduce the environmental impact of fleet renewal. A pragmatic approach to both purchasing power and the environment.
