Chargo Branding Project
In August 2021, I was asked to create a brand identity for charging stations in Romania. I teamed up with Sonia to find a naming, create a logo and a brand book with colours, fonts and imagery. From a long list of names we all agreed to the number one favourite of them all: Chargo. It's really self-explanatory: to charge = charge your electric/ plug-in hybrid car + GO = let's go and ride. So it's a charging station that lets you charge then travel with your full battery.
The next challenge was to find a visual identity for this naming and the lead concept was a fellow - something. We knew we wanted a robot, a personalised character that speaks for electric car owners. Who was a better fellow than the socket that plugs in your car? Simple and minimalist, speaks for the product in a direct way. The electric concept in Romania is still new so we had to use all the elements to show and explain at its best and easiest way for the clients.
Another challenge was to find a colour scheme. We proposed a gradient between blue and green, a mix that shows both electric/ eco cars and hybrid ones (which have blue as an emblem). That's how we developed a fresh and innovative scheme, a brand that speaks both professionally and friendly.
These are the sketches we worked on for its symbol and not only - the work is more complex, we try to think of it sometimes as a whole - and a good example is the 3rd variant on row 2 where the symbol itself could've been the letter 'g'. All of the variants were built around the concept of a little robot fellow.
