Our challenge was to create an audacious new brand for a brave and exciting adventure as Mahindra entered into the world of electric car design and manufacturing.
Mahindra wanted a bold, contemporary and groundbreaking new brand to shake up the Indian and global EV markets. They wanted to engage a completely new audience of young, dynamic, aspirational and worldly-minded buyers.
The new EV brand ‘BE’ will start with three models (cars) launching into the market in 2024.
We worked with the Mahindra Advanced Design Europe (MADE) team to really understand their design philosophy ensuring the brand had a natural fit with the cars being created. The visual expression of the brand from the logo to the imagery to the graphics was based in the six pillars of the cars design language – a bold, evocative and daring new chapter for the business. The cars literally looked like they came from the future.
The brand spirit for ‘BE’ was built on the attitude of being ‘fearlessly audacious’ which captured the tone and expression that the brand needed to convey to engage this brave new audience that Mahindra’s marketing team had defined as a key target persona.
The visual language was based on the creative theme of ‘electrifying energy’ – we harnessed the visual idea of neon and represented this through colours, lights and graphics to generate a striking look and feel. The design direction was built on the theme of the future – with the use of modern tech styled fonts, colourised original photography and CGI environments of a virtual world.
Views of launch event, streamed live from UK design centre.
Likes of launch video, streamed live to a global audience.