Carriboo
Carriboo is a London start-up specialising in logistics planning consultancy, created to help retailers and online sellers navigate the complex world of supply chains and carrier networks. Carriboo’s directors bring a wealth of expertise in the retail and logistics sector. Still, they needed a distinctive name and identity to communicate clarity, confidence, and innovation in a crowded marketplace. The first step was to find the right name. With so many bland, generic logistics-based brand names out there, our challenge was to avoid falling into the same trap.
Why Carriboo?
Through a series of structured naming workshops, we explored themes inspired by how animals navigate the natural world, crossing continents and overcoming tough obstacles. The idea of migrating animals perfectly captured the spirit of the consultancy.
After exploring a variety of options, the playful name Carriboo was selected, drawing inspiration from the Caribou, a species famous for traversing vast distances. The name captures the consultancy’s mission of guiding clients along the smartest paths through complex logistical challenges. Distinctive and memorable, it’s also ideally suited for trademarking.
"Just Enough Brave gave us a name and identity that truly set us apart in a crowded market. They understood our vision and created a name and brand that’s distinctive and full of personality. The result has been invaluable in helping Carriboo build credibility and win major clients so quickly."
Creating the identity
With the name agreed, we set out to design an identity that brought the brand to life. The resulting brand is friendly, contemporary and distinctive within the sector. With a vibrant visual language that is inspired by box packaging iconography, every element was chosen to reinforce Carriboo’s promise of simplifying complexity. The identity has been rolled out across Carriboo’s print and new digital platform, ensuring a professional and consistent presence from day one.
Delivering on the brand promise
Since launch, Carriboo has quickly gained traction - securing major consultancy contracts within its first six months, helping clients reduce delivery costs by up to 40% and cut average planning times in half. With a distinctive brand story, clear values, and a bold identity, Carriboo is already making an impact in the logistics consultancy space.
