Sweet Chariot

Coming for to carry me home!

Bethany Funeral Homes Sweet Chariot Photography

The Challenge

Not many agencies get to test their talents to include a Harley bike and a funeral home in one product offering. Faced with a new kind of world where everything, including our departure, has its own unique slice of difference, Vince Calleja of Bethany Funeral Home recognised an opportunity to satisfy those who want to be carried home in a unique and highly celebratory manner.

Taking the iconic engineering and style of a Harley Davidson motorcycle and combining it with a polished hearse, he created the most unique transportation for our final journey. Our challenge was to create a name and a brand with allied collateral, maintaining the dignity of the final celebration but one that ensured a projected voice of uniqueness and an air of the unusual.

The Idea

In advertising, ideas are often hard earned and shaped by the most unusual happenings. In an effort to be transparent and talk about life and its ending, Jack in the box searched for a set of terms which could project the reality but be soft enough not to upset or offend.

It was during a game of rugby that one of our team heard the melodic choir of spectators who swelled to the sound of the English anthem ‘Swing Low Sweet Chariot’ which seeded the idea and from here the Jack in the box team commenced the shaping.

The Solution

The design team created a brand which demonstrated characteristic synonymous with the classic Gothic image. Type styled, using customised fonts to depict the typical motorcycle genre, the final brand served to illuminate the strength and polish of the transportation.

With the help of moody lighting, Jack in the box photographers set about demonstrating the unique and beautiful lines of the bike and its hearse before fashioning a classical brochure stating the joys of the final celebration. The completed work perfectly depicted the ideals of the service and brought together all elements in one stunning package.

The Last Word

Not only did Jack in the box complete the brand, corporate style and allied collateral but the finished work met every specification of the brief and the early adoption of the new concept is now ready to begin its journey. “Swing low sweet chariot coming for to carry me home.”

What We’ve Done

  • Brand Development
  • Website (yet to be released)
  • Brochure