• Transform magazine
  • July 03, 2022


BrandOpus overhauls Moto identity to redefine travel rest stop experience

Moto 1

Moto Hospitality Ltd, the UK’s largest motorway service station operator, worked with global branding agency, BrandOpus, to develop a new brand identity in a move to transform’s the UK’s rest stop experience.


Following a customer review, the BrandOpus team was brought in to define the new identity at the heart of the strategy and ensure the shift was reflected in the branding. It comes at the same time as the new Rugby site, which includes modern amenities and high street retail, among other features, making it the largest ultra-fast charging site on UK motorways. 

The visual overhaul marks a significant shift in the motorway service station category, which have had a long-standing reputation for being functional and sedate. The new work aims to change that by driving feeling over function, engaging customers on a more emotional level and ensuring the motorway service station provider becomes an active choice for relaxing first. 

To do so, BrandOpus developed the Moto ‘Smile,’ a warm symbol for the welcoming experience the brand seeks to offers. The symbol, used throughout various touchpoints, is paired with a bright colour palette featuring a fresh green, yellow and white, which draws out the brands green credentials. The idea of being a welcoming experience is further enhanced with an approachable typeface and friendly tone of voice.

“We wanted to take the Moto brand from being seen as a quick pitstop - a place we stop in distress for physical and mental TLC, to an active and desired choice. Embedded within a more engaging and cohesive brand world, the Moto ‘Smile’ injects more meaning at a brand level - providing little moments of joy at every step of the customer journey,” says Nir Wegrzyn, CEO and founding partner at BrandOpus.

A suite of distinctive icons was developed to aid wayfinding and signpost different zoned areas such as the baby changing areas, multi-faith prayer room, dog walking area and electric charging zone. Each application features the smile device in different ways, from embedding it within the charging cable to the dog collar for the dog walking zone. 

“Motorway journeys can be stressful and tiring for motorists. The exciting new visual world from BrandOpus will enable us to better connect with consumers emotionally, delivering on our ambitions to transform the rest stop experience and brighten people’s journey through life,” says Ken McMeikan, CEO of Moto.