Key Car Rental: Iceland Car Rental Branding

The trip comes first.

Services: Brand IdentityBrand VoiceArt DirectionEmail DesignPrint Design
Industry: Travel / Car rental
Year: 2026

Challenge

Key Car Rental is an Icelandic car rental brand for independent travellers. The repositioning starts with the trip: the roads people want to take, the places they want to see and the confidence to find their own way. The identity needed to feel local, useful and quietly assured.

Approach

The Wander Agency developed the brand strategy, visual identity and tone of voice, extending the system into email design and printed materials. The brandbook brings these decisions together around one idea: ‘Your Iceland, your way.’ Clear information supports the journey, while photography makes room for the landscape and the traveller.

A visual identity shaped by Iceland

Atlantic blues, pale sky tones and a restrained logo give Key a recognisable presence. The brandbook pairs Youth display type with Manrope for practical information and Playfair Display Italic for short editorial accents. The portfolio layouts use the approved Manrope heading fallback, with simple travel icons keeping the system clear.

The identity16/11

Manrope typography, travel icons and six colours from deep Atlantic blue to warm white — Colour, type and icons16/11

The road and the traveller lead the story

Key’s photography direction is calm, grounded and documentary: changing weather, open roads and cars within the Icelandic landscape. Natural colour and a subtle vintage feel connect the images. The car belongs to the journey, giving the brand room to speak about the experience of travelling through Iceland.

A small car and traveller among wide volcanic hills in Iceland — Room to find your own way16/9

A traveller at the wheel looking out towards Iceland’s coastline — From the driver’s seat4/5

A car beside a blue lake in a volcanic Icelandic landscape — A stop along the way4/5

White crossover with an Atlantic blue Key Car Rental door decal outside a corrugated building — Vehicle branding · concept visualization3/2

Close view of the Key Car Rental door decal with rain on the window and mirror — Door decal · concept visualization4/3

Key Car Rental sign on a dark corrugated office with a blue car pickup direction sign — Pickup signage · concept visualization4/3

Car rental branding in everyday use

Business cards and thank-you cards carry the same identity into the practical details of a trip. A consistent logo, colour palette and hierarchy link the printed materials to digital communications. The vehicle and pickup studies above explore how that system could appear on the road and at arrival.

Original Key business cards and thank-you cards arranged on a deep blue surface — Business cards and thank-you cards · original artwork3/2

Key social design with a car among Icelandic hills and Your Iceland, your way — Your Iceland, your way4/5

Key social design with a view from inside a car and a pale blue caption panel — A different view4/5

Key social design showing an Icelandic cliff landscape under an overcast sky — Take the road4/5

A clear voice, from welcome to the next trip

Key’s verbal identity is confident, adventurous, straightforward, knowledgeable, human and effortless. In the email templates, that means short, useful messages with space for the excitement of Iceland. Welcome and post-trip communications share the same voice and visual language. This connects the car rental branding to the messages travellers actually read: what happens before arrival, how to prepare for pickup and what comes after the trip.

Key welcome email on desktop and post-trip thank-you email on a phone — Welcome and post-trip emails · template previews48/35