The Zest branding needed to appeal to both consumer and business segments.
The Zest team appointed Firedog based on our previous experience and provided us with an early stage market plan and product positioning. This contained an audience breakdown alongside a series of brand and product positions. A brand character matrix provided insights into the emotional and functional needs of the consumer. From a consumer perspective, the cultural EV movement is driven by conscious users taking action in personal ways. At the same time, Zest is a commercial proposition for site owners providing a simple solution to EV charging deployment. The model is fully funded and removes financial barriers to investment in infrastructure. Therefore, the branding needed to appeal to both consumer and business segments. Both are environmentally committed but we needed to strike a balance between fun and formality.