Branding Through Illustrations
for Ather Energy
ABOUT THE BRAND
Ather Energy is India’s first automotive brand to design & manufacture intelligent electric scooters. They have been playing a pioneering role in promoting a shift to electric mobility by making products that push the bar of sophistication, desirability & technology in electric two wheelers.
THE PROJECT
The brand was built around the promise of a premium experience and all visual communication around it did a great job of projecting the sophistication. This made it very easy for the brand to be seen as cold, clinical & unapproachable. The project was about bringing out the innate warmth and wit of the brand and making it seen.
Illustration is a great tool for communication that afforded what was needed to mend this gap. The idea was to design an illustration style for the brand which would augment these humanising traits & make the brand identity more wholesome.
Illustration is a great tool for communication that afforded what was needed to mend this gap. The idea was to design an illustration style for the brand which would augment these humanising traits & make the brand identity more wholesome.
THE CONCEPT
During the process of developing these we realised that having an overarching concept really helped in giving shape to this world. The characters & the environment had to project a friendly feeling and convey the idea of a progressive present.
And after rounds of iterations we settled on the little things that translated the concept to a visual level. From the little floating elements across the board that become the key identity, to the colour palette that helps it fit in with the current brand identity.
And after rounds of iterations we settled on the little things that translated the concept to a visual level. From the little floating elements across the board that become the key identity, to the colour palette that helps it fit in with the current brand identity.
USAGE
The illustrations were not designed to become the face of the brand but more for all communication that happened in the folds. It was important that the illustrations be witty in communicating the intended message and be enjoyable for the viewer.
Illustration Examples Below (left to right)
1. Why take all the hassle. Let us do it for you.
2. (top) We loved answering your questions.
2. (bottom) Charging Interrupted
3. How was your experience with customer service?
4. Illustration for a policy on Prevention of Sexual Harassment.
ANIMATION
As the style became more confident, it steadily graduated from only being static visuals to animated creatives.
The illustration system was tried and tested over time in multiple use-cases to understand possible shortcomings. Once we had a fair understanding, a set of guidelines on how to execute these brand illustrations were compiled into a comprehensive manual.
