Every load kept at the right cold.
INSIDEA designed this homepage for a produce reefer freight broker. Coolhaul Produce Freight is a fictional brand, so the names, people and numbers on the page are invented.
- Industry
- Logistics, energy and transport
- Typeface
- Wellfleet
A broker of refrigerated produce truckloads whose homepage sets temperatures, pre-cool checks and logger rules and asks shippers to request season coverage: navy, frost, ice blue and leaf green, a rounded slab display face and a cold close-up of a data logger on a pallet of blueberries.
The brief
A warm load of berries means a rejected delivery and a week of calls over who is to blame. The page must show shippers the rules every truck follows and the logger proof they get back, then get them to request reefer coverage for the season.
The direction
Cold and clear, deep navy with ice blue and a fresh leaf-green accent. The first screen is a product close-up: a small data logger clipped to a pallet of clamshell blueberries fills most of the screen in cold blue light, with the headline and one button on the left.
The detail
The season record's 3,371 loads in range and 41 logged outside it add to the 3,412 brokered, and 3,371 of 3,412 is the 98.8 percent shown. The page says plainly it cannot promise a unit never drifts, and calls its temperature guide a general guide, not an instruction.
- Display
- Wellfleet
- Text
- Nunito Sans
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