BUSINESS PROBLEM
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.
DESIGN SOLUTION
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.
