Temporary car insurance provider Tempcover, has announced a major rebrand, marking its evolution from a disruptive start-up to a confident market leader.
Tempcover’s new brand identity, set to roll out this month, reflects the brand’s established presence and ambitious future plans, aiming to further challenge traditional insurance norms whilst also connecting with a broader UK audience.
Since its launch in 2006, Tempcover has been recognised for its innovative approach, offering millions of customers fully comprehensive temporary car insurance cover for 1 hour to 28 days in under two minutes. This rebrand signifies a new chapter for the company, building on its success to solidify its position as the leading name in temporary insurance and a strong challenger to traditional annual insurers.
A vibrant new look and relatable voice: The refreshed brand identity features a vibrant, energetic palette of bright orange, greens, lilac and burgundy hues, conveying vitality and enjoyment. This distinctive look is designed to stand out in the crowded car insurance market and is complemented by a fun and unexpected typography plus a relatable voice aimed at being charming and refreshingly different for an insurance brand.
Empowering customers with flexibility and control: The core message of the rebrand emphasises Tempcover’s commitment to providing flexibility and control, empowering customers to insure the moment – whether that’s planned like borrowing your mum’s car or unplanned like a spontaneous road trip. The tagline Instant insurance for every moment encapsulates this ethos with a mature yet cheeky challenger feel, poised to drive the next era of growth.
Adam Craddock, Chief Marketing Officer at Tempcover says: “As the leader in temporary insurance, we needed a brand that sets us apart from the sea of same. We’ve been on a journey over the last few years to differentiate ourselves from competitors and evolving the brand look and feel to match our larger ambitions is the next chapter.
It’s a visual and verbal evolution for the brand, with a deeper understanding of who we are, who we serve, and where we’re heading.”
Connecting with a broader audience: The Tempcover rebrand, developed in collaboration with creative partner PMG (formerly RocketMill) aims to speak to a wider audience of UK consumers, ensuring Tempcover shows up differently and connects meaningfully in a crowded category. The goal is to assure customers that they can trust Tempcover every time and that getting insurance doesn’t have to be a drag.
Rollout and future campaigns: The new branding will be implemented across all consumer touchpoints, including digital platforms, social media and PR. A new above-the-line campaign is also set to debut from 16th June 2025.
Adam continues: “Tempcover continues to grow at pace and with over 3 million customers, this rebrand is about building a brand that can lead, last, and is fit for our exciting future. Our new identity reinforces our commitment to being distinct, trusted and relevant with clear, consistent reasons for customers to choose us.”
