Barnell, luxury ground-transportation rebrand: brand platform, naming, full identity system, and website.

Challenge: create clear differentiation from taxi services and reflect a concierge-level experience.

Outcome: timeless, restrained identity and a dual-audience website with clear CTAs now consistently deployed across touchpoints.

Rebrand to reflect a true concierge-level service for celebrities, corporates, diplomatic delegations, and political figures—clearly distinct from standard taxi offers.

Barnell operates in a crowded category where “chauffeur” and “taxi” often blur. Yet every Barnell engagement is run with uncompromising attention to detail.

Make that difference visible and felt across every touchpoint (name, identity and website) so prospects recognise Barnell as a luxury concierge service, not a commodity ride.

In premium mobility, trust and discretion signal value as loudly as speed. Brands that look and behave like concierge services win the mandate before the first ride. The brand had to project timeless, restrained luxury and operational excellence—instantly.

Brand platform: anchored in the promise “Unparalleled Excellence.”
Naming direction: a name that is luxury, timeless, short, elegant, memorable, international, leading to Barnell.
Identity idea: adopt the semiotics of high-end concierge houses (precision, restraint, and craft) so the difference is self-evident at a glance.
Website role: speak to decision-makers and day-to-day bookers (executive assistants, office managers, event organisers) with clarity, ease, and frictionless actions across devices.

What we produced
• Positioning & messaging: value pillars, tone, proof points; tagline “Unparalleled Excellence.”
• Visual identity system: a pared-back wordmark and mark designed for multi-surface performance (digital, print, merchandise), with a restrained luxury palette and typography guidelines.
• Application kit: stationery, proposals, presentation and quote templates, social and sales assets.
• Website (UX/UI + content): information architecture for dual audiences, concise service pages, trust signals (protocols, fleet standards, security & discretion), clear CTAs and mobile-first flows.

• Distinctiveness: clear separation from taxi codes via concierge-grade visual language and tone.
• Adoption: brand system rolled out consistently across sales decks, proposals and digital touchpoints.
• Operational clarity: website content and IA aligned to bookers’ workflows, reducing back-and-forth and surfacing CTAs.

• Brand platform & messaging (incl. tagline)
• Naming (shortlist, screening & rationale)
• Full visual identity system (logo, palette, typography, usage)
• Templates (presentations, proposals, social, print)
• Website UX/UI & copy; developer handoff