How would it be if - in addition to your electric car - you could have your own charging station delivering green power with a comprehensive insurance solution, all for a fixed monthly price. And get this without a down payment and without researching the fine print of government subsidies. And have all this managed through a single company and just one contact person. That is the promise of the start-up zwocar.
Machbar got zwocar on track with focused brand development and service positioning and an initial communications package.
zwocar is a start-up in a highly competitive market. Therefore, the most important task was to make the visually perceptible brand elements easy to recognize and remember.
The colloquial word fragment "zwo" (meaning "two" in German) not only refers to the two main components that zwocar is offering (a charging station and an electric vehicle), but also in its informality conveys a friendly, easily relatable character. Together with the figurative part of speech "car," the brand name almost becomes a kind of generic name, as customers come to refer to their vehicles as their "zwocar".
The distinct brand communication is continued in the iconographic logo: A stylized electric lightning bolt appears between the two "Z "s.
Right from the start, zwocar positioned itself as an intermediary between car manufacturers, electricity suppliers, insurance companies and end customers. Since the innovative offer represents a benefit for all these stakeholders, they were all addressed in the brand communication.
The brand and service development was ongoing – from the first pitch presentations to attract venture capital and acquire cooperation partners to the description of the customer journey even before the market launch.
What does a start-up sound like? How does it feel? Machbar has given zwocar not only a distinctive look, but also an engaging style and attitude. Simple, direct, positive, self-confident - and with a high recognition value.
