A2B

Operating since 1976, Cabcharge has long been a dominant player in Australia’s personal transport market.

However, over the years, the iconic company has become so much more than simply an account payment system provider, developing a range of class-leading innovations in the broader fields of payment solutions and communication platforms.

Cabcharge has grown to become the market leader in the personal transport sector, however the brand was not reflecting this new business reality and unfortunately, was also generating confusion between the digital account payment system and the holistic personal transport proposition.

With technological disruption pushing into the marketplace, it was time for Cabcharge to strengthen and clearly communicate its core value propositions. 

Part of the challenge was to be able to preserve the existing brand equity while opening up new opportunities for brand growth at the group and business line levels, demonstrating progress to their markets and creating confidence for their customers, partners and shareholders.

Within the very first few weeks of the project, TOAST was integrally involved in proposing to Cabcharge’s CEO the drastic recommendation of renaming the master-brand in order to better reflect the vast changes that have occurred within both Cabcharge and indeed the wider world itself. Such an impactful adjustment required the buy-in of stakeholders from the ground up, and TOAST played a substantial role in the development and presentation of the case for change.

The result? Widespread approval of the proposal and the consequential transformation of ‘Cabcharge’ into the new master entity ‘A2B’.

The overall brand proposition to become the preferred personal transport provider for a lot of Australians was based on the strategic idea that “A2B believes in shaping inspiring realities for tomorrow, in growing their business and in making the world a better place”.

The holistic brand transformation is represented well by our reimagined A2B logo – the typeface pays homage to Cabcharge’s origins, whilst symbolising A2B’s overarching goal to help its customers get wherever they need to go.

TOAST launched the new brand on the ASX500 with great success, which is a testament to TOAST playing a crucial role in A2B’s evolution as a business.