nice little touches
I was reading recently that the innocent brand is made up of "thousands of nice little touches". Today, on the way to a customer meeting, I snapped this photo of the back of an ocado truck (don’t worry, I wasn’t doing the driving). I like the touches on the bottom of the doors: "I’m a veggie van. I drink biodiesel." and "I don’t like fast food, so I’m speed limited." The font is small, and I doubt many consumers will even see it. But, for consumers like me who do, I appreciate the effort to be witty. And, if they think through the small details, it certainly makes me think they’ll handle the big ones well too.
It reminds me of the ice cream trucks when I worked at Dreyer’s that said, "Driver carries no spoons" on the side. I love the "nice little touches."
