Pride & Joy and the Golden Era of Public Transport

Pride & Joy Poster

Fido has been working with travel uniform clothing firm, Leisurewear Direct, to estabish a new name and identity for the business.

From humble beginnings supplying team strips and brass band uniforms in the 1990’s, the firm has grown to become one of the most respected embroidered uniform and workwear suppliers to the UK bus and coach industry.

Based on the border of the Peak District and Yorkshire and at the heart of coach manufacturing country, the new name needed to reflect the no-nonsense and down to earth values of its founder, Jane Drayton, who established the business over 10 years ago.

The values of authenticity and traditional service were essential to the proposition, and inspiration came from the golden era of Great British transport, depicted so visually in railway and tourism posters of the 1920s-1950s.

“We have been on a fantastic journey with Fido these past few months, our new brand and identity reflects a revitalised offer and brings to life the reasons why our customers choose to work with us and what makes us different; ultimately that comes down to our traditional service ethic.”