Almond Branding helps Avan Motors rebrand itself as Nexzu Mobility
Avan Motors, one of India’s fastest-growing electric scooter manufacturer, is forging ahead on its mission towards becoming the country’s most preferred future mobility company. In line with this mission, the forward-looking company has rebranded itself as Nexzu Mobility from January 2020. The company has collaborated with Almond Branding, a leading strategic branding agency from Mumbai that has helped the brand to transform its brand name, logo and identity. With the revamp, the company has also expanded its products portfolio by adding 2 new e-scooters and 3 e-cycles and changed the overall market proposition.
Almond Branding used its proprietary Brand Nomenclature process to coin a new Brand Name that will stand true to the ethos of the company. The company with its strong focus on technology and consumer centricity has been striving to bring the most innovative offerings to the consumer. To drive the fact that this company will bring the NEXT innovation for U, the new brand name proposed was NEXZU. Nexzu Mobility will be ‘Bringing the Next revolution for the Gen Z spirit in U’. In doing so, the Brand Name is also captuting the Brand Promise of ‘Smart Mobility’ - to take ‘You’ to your ‘Next’ destination – closer to your next goal in life.
The new name is accompanied with a new vibrant Brand Logo Identity. The Nexzu Logo combines two important brand elements: The circular Nexzu symbol and the stylish Nexzu wordmark. The circular symbol with pathway-inspired stripes forming an “N” is representative of the strong foundations in Mobility and the spirit of continuous innovation. The Wordmark typeface embodies the Brand Promise of Smart Mobility in a visual depiction. The razor edge shaped elements representing forward movement and futuristic approach along with negative spaces depicting pathways represent the true spirit of futuristic Mobility. The brand colour Black captures the bold, smart and future-led approach while a touch of blue adds to its technology and customer-focused angle.
In what is being deemed as the most critical part of the brand refresh, Avan Motors has changed its suffix from ‘Motors’ to ‘Mobility’. The underlying idea behind this particular transformation is the upcoming expansion of its ambit from an electric two-wheeler brand to a holistic solution-provider in the electric mobility segment.
Almond Branding went on to develop a consistent Visual Vocabulary for Nexzu so that all consumer touchpoints - right from the website to the dealer spaces, all spoke the same brand language. The angular structure of the new Visual Identity encompasses energy, forward movement, growth and futuristic approach. The Design Language crafted by Almond is strict enough to maintain consistency across, as well as fluid enough to adapt itself to various mediums – from social media posts to print collaterals to billboards.
Commenting on the development, Shashwat Das, Founder Director – Almond Branding, said, “The mobility space is going through a constant metamorphosis. We were creating a brand not for today, but for the future. Moving from being just a Motors company to enter the over-arching Mobility space was the ultimate goal. The team at Almond Branding did a thorough research to understand the current mobility ecosystem and also to mine out relevant consumer insights. We also reviewed the values and ethos of the company so that the new brand is based on the ideals that the company has always stood for.”
Commenting on the revamp, Rohit Goidani, Brand Manager, Nexzu Mobility, said, “It is our pleasure to share Avan’s new identity with the world. As Nexzu comes into force, we want to reiterate that customer-centricity will remain at the heart of all our endeavors. We will continue to create innovative new products that will delight our customers – in both B2C and B2B spaces – and subsequently revolutionize the country’s electric mobility space. Almond Branding has been one of the most trusted partners since the inception of this rebranding exercise. We were impressed by their expertise and the work for other leading brands and they truly recreated the magic for us aswell. I believe their strength lies in their thorough research and consumer understanding. The team is very meticulous in their craft and takes on an extremely scientific approach to Branding, which really worked for us.”
Pankaj, Business Head – Nexzu Mobility, added, “The evolution of an award-winning brand such as Avan Motors is a significant event not just for us but for our existing customers who have also evolved during our journey. We are grateful for all our stakeholders who trusted Avan Motors with their mobility needs and gave us the impetus to continue growing and innovating. It is only because of our prized partners like Almond Branding and customers that we have been able to create a reputed, reliable, and revolutionary brand. Together with Nexzu, you are building a robust roadmap for the growth of electric mobility in India – and a sustainable future for all!”