Brand

Context

Tata Motors, a renowned automobile manufacturer, is driving towards sustainability with Tata.ev, its new EV brand. Landor turbocharged this vision by creating a scalable brand and retail experience to captivate the evolving consumer mindset and overhaul the conventional car buying experience.

Duration 6 months

Credits Landor

Recognition Kyoorius Design Awards ✺ VM&RD Retail Design Awards ✺ Branding in Asia ✺ The Hard Copy ✺ Retail4Growth

Role

Branding ✺ Retail

As a Senior Designer at Landor, my primary role was creating an inciting brand expression that directed him to work closely with internal interdisciplinary teams and external stakeholders on various touchpoints, from print to digital to in-store applications, to develop a comprehensive consumer-facing brand experience for a company with a 70% market share in a nation of 1.4 billion people.

Context

India saw a substantial rise of 6.38% in the overall share of electric vehicles since 2021. However, a majority of potential consumers are still hesitant to make the switch.

Challenge

How might we help a new EV brand from a legacy automaker overcome decades of stagnant retail experiences, transactional sales, and traditional showrooms overflowing with vehicles and salespeople?

Insight

Switching to EVs is the right and responsible choice. However, many customers still determine where to begin, what questions to ask, or whose advice to believe. Meanwhile, people adopting green lifestyles look to social media and other like-minded people for assistance.

Brand Strategy

The philosophy of ‘Move with Meaning’ integrates the principles of community, technology, and sustainability and embodies the brand’s commitment to progress with purpose and responsibility.

Design Strategy

This ideology has been illustrated by an iconic identity that symbolizes a circular ecosystem of human and environmental interaction and a mindful design strategy, "Design with Meaning," with sustainability at its heart.

Color palette

A monochrome approach that reduces the need for multiple dyes, lowering production waste and resource use.

Typography

A variable typeface that reduces digital footprint and server load while conveying stature, motion and dynamism.

Illustration

A simple, inclusive illustration style with a local touch that inspires and exemplifies sustainable living practices.

Iconography

A linear continuous line approach that symbolizes a journey, effectively conveying a sense of direction and purpose.

Photography

A slice-of-life approach that highlights a humanistic, lifestyle-oriented style for consumers and products.

Voice

An honest and invigorating characteristic with a tone of voice that feels authentic, approachable, and engaging.

Sonic

A mash-up of tech and nature’s vibe that blends tradition with innovation and forging a sense of moving ahead.

Motion

An expressive use of the brand philosophy to tell stories and convey information with intent and dynamism.

Retail

A sustainable sanctuary where consumers can learn about electric mobility, be inspired to adopt a sustainable lifestyle and engage deeply with the brand. This immersive retail experience, with the "Move with Meaning" ideology at its core, seamlessly blends physical, human, and digital elements.

Sustainable materials

Sustainable materials.

Eco-friendly printing techniques

Printing techniques like embossing and die-cutting and use of soluble ink to reduce carbon footprint.

Locally-sourced flora and fauna

Locally-sourced plants to bring life to the environment.

Impact

150K＋

EVs produced within the first six months of the launch

2.8B Km＋

Distance driven within the first six months of the launch