The brief was direct and straight to the point - "We want to be Easyjet for the Fuel Card industry".

Fuel cards typically offer a low introductory rate to snare customers, and then start to hike up the prices once they're signed up. This means that people have no loyalty and tend to switch cards.

Fuelcards.net do things differently. They guarantee to track the trade market rate and always offer you the cheapest fuel possible. No tricks. No Bull***t.

The brief was to create an Easyjet style brand, that instantly communicates the price guarantee. Big 'Value' brands always use chunky fonts and a big bold use of colour, see how we interpreted this with our zingy greens below.

The brand has now rolled out into a website and an iPhone app. Watch this space for some provocative direct mail