For over a century, Pelican has been at the forefront of commercial vehicle innovation. Built on expertise and driven by progress, they have shaped an industry while staying ahead of it. Reaching their hundred-year milestone, they needed a brand that captured their legacy but looked straight into the future.

We took Pelican on a journey. Through discovery workshops with key stakeholders, we uncovered what makes them different. Precision. Momentum. A commitment to moving businesses forward. We refined the iconic Pelican marque, injecting movement and energy. Every detail speaks to the confidence and agility of a market leader built to adapt.

Inspired by transport and connectivity, we created a graphic system that embodies progression. A dynamic, flexible visual language reflects the energy of a brand always in motion. A refined colour palette and sharp photography bring clarity and impact to every touchpoint. Pelican isn’t standing still. It never has. This is a brand built for the next hundred years.