How about getting not only an electric car but also your own charging station with green electricity and all the necessary insurance—for a fixed monthly price, with no down payment, no need to research grant programs, and with just one point of contact? That’s the promise with which the startup zwocar is launching.
Machbar zwocar get on track with a focused brand and service strategy, as well as initial communication materials.
zwocar is a startup in a highly competitive market. Therefore, the most important task was to design the visually perceptible brand elements so that they were easy to read and recognizable.
The colloquial word “zwo” not only refers to the two components of the offering—“charging station” and “electric vehicle”—but also conveys a friendly, easy-to-understand character. Together with the descriptive word element “car,” the brand name almost becomes a generic term: Naturally, customers also refer to their vehicles as “zwocar.”
This clear communication is carried over into the iconographic logo, in which the shape of a stylized electric lightning bolt spans the space between the two “Z”s.
From the very beginning, zwocar has positioned itself as an intermediary between automakers, electricity providers, insurance companies, and end customers. Since this innovative offering benefits all of these stakeholders, the communication strategy addressed all of them.
The brand and service development was carried out consistently from the initial pitch presentations to secure venture capital and acquire cooperation partners all the way through to the description of the customer journey even before the market launch.
What does a startup sound like? How does it feel? Machbar given zwocar not just a visual identity, but a style and an attitude. To the point, simple, positive, self-assured—and highly recognizable.
