Who, apart from spotters, is going to start suggesting that they get the "Sunderland District Berries" bus to work?

This along with East Gateshead Rider and whatever other crap Stenning has produced isn't exactly roll-of-your-tongue material. Just branding for the sake of branding.

There are attractions in Sunderland and Penshaw that inspiration could've been derived from, but clearly someone in London doesn't know the importance of these places compared to local designers.