Every instinct in marketing says to put the logo on the van. Bigger, brighter, on all four sides. It builds recognition, it looks established, and it is free advertising on every road in the suburb.
We are not going to do it, and the reason is worth saying out loud.
A recognisable vehicle, on a predictable schedule, stopping at the home of an isolated elderly resident is a profile. It tells anyone watching three things at once: this house has just received goods, the person inside is alone, and the same thing will happen next Saturday. That is not brand awareness. That is a timetable.
So the branding budget goes somewhere it does its job without doing that damage: uniforms, ID cards, the printed card on the resident’s fridge with the shopper’s photo on it. The resident knows exactly who is coming, because we told them ten minutes before. Nobody on the street needs to.
Delivery windows rotate for the same reason. A pod that arrives between four and five every Saturday is easier to plan a route around — and easier to plan something else around.