A large-scale survey was carried out to develop a brand platform and to determine the correct positioning of the brand. During the study, we selected the main groups of consumers of electric vehicles and created a portrait of the typical user of filling stations.

We analyzed all the main factors that have an influence on the decision to choose a station and identified the main barriers that hinder this decision.

We also did an analysis of the visual construction of the competitive range of international brands in the industry and compiled competitive maps.

The collected data served as the foundation for the future brand’s positioning theory, “Speed + Technology.”These categories are used by electric car users. The main audience is people of the Y generation. They are deeply involved in digital technologies, like non-standard solutions, and value their time as much as possible. The key message of positioning theory is “energy of your drive”.

The new brand also needed a short, modern name that summed up what it was all about.

MOVERTE is easy to read. It has an association with the industry and technology and will also allow you to build a brand from competitors in other countries’ markets.

As for the color scheme, dark green has become the basic color in building a corporate style. Experts from CMCG came up with ideas that used eco-friendly light green and technological gray as accent colors.