As London’s first all-electric taxi fleet, Sherbet is literally cleaning up the capital. Inspired by the cockney rhyming slang (Sherbet-Dab-taxi-cab) Sherbet needed a brand bursting with personality, and they asked us to see what we could do.

We soon learned that Sherbet’s distinction is about more than its electric vehicles. With a focus on reliability and cleanliness, they target a corporate audience. They needed an identity which would translate to their black cab livery, so customers would know at a glance which cab was a Sherbet cab, cutting through a cluttered, congested marketplace.

Our brand work for Sherbet amplifies their difference. Punching a bold striped colourway across their marketing and cabs, the visual brand grabs attention. Inspired by the palettes of aspirational shops and restaurants, it playfully embraces the company’s city heritage in colour and tone of voice.

The repositioned Sherbet brand has become synonymous with quality service. With its objectives of premium status and high visibility around the capital and its taxi ranks achieved, the business has secured a range of aspirational brand partnerships and significant investment for growth. And, expanding from 550 cabs to 3,000 by 2028 with a strong tech focus, Sherbet is now a key player in London transport’s future.