Zest Car Rental

Design & build Brand identity

Zest Car Rental Logo Zest Car Rental logo

A fresh identity and 28% conversion rate increase

A MacBook Air displaying the Zest Car Rental website, featuring a scenic winding road, a search bar for car hire, and a fresh approach to rental services.

01

The challenge

Economy Car Hire’s booking process needed attention. It had survived well over a number of years, but was tired and did not offer a good experience on mobile devices. The rest of the site was also overdue design scrutiny.

Our initial research and workshopping with the client uncovered a wider problem than the outdated website. Rather than being ‘economy’, their entire offering was based on giving the best possible service, and the greatest value product.

Yes, price was important, but they were offering something much more – no excess liability, no hidden charges and a commitment to only work with suppliers who met their service standards.

A person holding a tablet displaying a Zest Car Rental booking page, featuring a Kia Rio rental option with pricing, fuel policy, and included benefits like zero excess liability and breakdown assistance.
The old economy car hire logo on the left, and the new Zest logo on the right
A person holding a smartphone displaying the Zest Car Rental booking process, showing steps for local charges, insurance, travel details, and payment, along with optional extras selection.

03

A bright and confident new brand

On top of our initial research, we started with a brand exploration workshop with the client leadership team to establish the value proposition. Through a collaborative process we helped to define the core elements of the new brand.

From this foundation, and an extensive name generation exercise, we created the completely ‘fresh’ Zest identity and supporting brand guidelines.

Search form on zest car rental

04

User-centred design process

The Zest ethos is to show the user all of the information that other hire companies tend not to shout about. They want their customers to have a great experience, with no nasty surprises when they arrive at the desk to pick up the car.

This presented our design team with a real challenge: how to create a transparent process while at the same time not overloading the user with information and functionality.

Through an extensive programme of paper-prototyping, wireframing and lab user-testing we took a complicated booking process and created a user-friendly flow that gives Zest customers real confidence in what they are actually paying for.

05

A 28% increase in conversion rates

The re-launched brand and website have been an incredible success. A 28% increase in conversion rates for top-up insurance helped the website achieve its best ever results in the January after its launch.

Customers have been effusive with their praise for the new booking process. Don't just take our word for it, the Feefo reviews say it all.

, Founder

“The booking process for car hire is not simple, but they made sure they understood the process and they came up with a solution that works.”

The Core Updates logo

Weekly SEO updates you need to know about. Sign up for news, tips, exclusive offers and bonus content.

Sign up
Mark Williams-Cook (holding Snoop the dog) and Jack Chambers-Ward standing together, smiling. Jack is wearing an Opeth t-shirt. They are a cool Scandinavian metal band, apparently.