Designing For
The Future
Creating a Legacy brand of the future
Details
Duration
Calamus
Client
1 Month
Year
Team
Calamus
2021
The Challenge
After a successful Indiegogo campaign and receiving numerous design awards, the electric bike company sought to rebrand itself and solidify its position in the electric mobility market. As a leader in India's electric movement, the brand aimed to set new standards and become a reference point for upcoming electric mobility vehicles. Consequently, the brand needed a professional and authoritative appearance.
The founders had an ambitious vision for the brand, and they did not want to limit themselves to producing only bicycles. They envisioned expanding to various vehicles in the future and needed an identity that would scale along with the brand and keep pace with their growth.
Content Strategy
The tone of voice needed to compliment the authoritative position taken up by the Identity - Powerful statements framed strategically so that the copy can function as a CTA and as a statement by dimming a bit out. Bold lines introducing the product rather than selling it creates a sense of mystery and intrigue within the brand’s niche, enthusiast, target audience.
The challenge with using a content strategy that revolves around mystery and confidence is the amount of information being conveyed - This presented an opportunity to make sure the visual treatment reinforced what the brand was and stood for.
Using an abstraction of a common semantic symbol of a bolt, customers can intuitively discern the company's area of expertise. When this is combined with the copy and product imagery, the product's purpose becomes crystal clear in the user's mind.
With its new identity, Calamus stands apart from the traditional companies in its industry(cycles) and instead fits in alongside the electric and automobile brands.
