eScooters were in 2014 perceived as rather strange, and Citybug as a taiwanese brand, with a brand design that was certainly not up to western brand standards. nevertheless Citybug wanted to position it‘s new mobility products in the mid- to premium price segments within the european and US market. a real challenge. step 1 was to bring the brand design up to speed.
the key need was to clearly position brand and product as urban, lifestyle, progressive mobility and fun. hence we addressed urban trendsetters and presented Citybug as a design-driven urban mobility brand. all packed in a design that was breathing urban chic and minimalism. combining stylish black and white photography with a distinctive new brand colour – cyan.
the result was a brand design that stood out in the market. contributing to the success of the Citybug 2, as the best selling escooter at that time. and all of that, documented in a compelling brand design guide, to ensure a consistent brand development.