Create demand for a brand that doesn’t yet exist.
Optimal Energy is the company behind South Africa’s first electric car: The Joule. The car won’t be ready till 2014 but in order to meet ambitious year 1 sales figures OE needs to build demand for the brand both locally and internationally well before its official launch date.
To achieve this objective Joule could not rely on eco-enthusiasts but needed to appeal to the motoring mainstream. To do this Joule brand design deliberately avoids the clichés of the EV category and positions the car as a dynamic drive that has been optimized for urban environments.