UNDERGROUND
We're proud to Introduce UNDERGROUND. A brand that not only customizes exotic cars and motorbikes, but a subculture on its own. In a nutshell PIMPING RIDES.
Project
Overview
Overview
CHALLENGE
An exotic car needs an exotic identity.
In streets full of cars, standing out is fairly hard. But standing out as a brand doing so is even harder. This was exactly our challenge at Ryveal with UNDERGROUND.
APPROACH
An unconventional approach. Raising car customization subculture among a youthful community
Our approach was to craft a brand culture that resonates with car enthusiasts, making underground the go-to place when it comes to pimping rides.
- Brand Experience
- Empathy Mapping
- Target Audience Research
- Customer Behavior
Since UNDERGROUND’s mission is to customize each vehicle’s experience, the brand identity needed to evoke a sense of customization, creativity, distinctivness and dynamacity.
We kicked started the project by deeply studying the target audeince on the emotional level and understanding what trigger them the most, their pains, needs and expectations.
We did that by crafting a youthful brand voice & style. A dynamic and bold brand personality that empowers an iconic brand identity.
SOLUTION
A bold and striking brand identity that is instantly recognizable. evoking a sense of customization, creativity and distinctiveness.
To express its individuality and unique personality, UNDERGROUND needed an identity that emphasizes the brand’s dedication to providing a personalized and customized experience for each of its customers. This was achieved by building a user-centric brand strategy and unique messaging.
- Brand Strategy
- Identity System
- Brand Positioning
- Motion Graphics
An iconic monogram that has a memorable hidden backstory.
The way we came up with the solution for UNDERGROUND had to be out of the box, summarizing the brand name in one iconic monogram. UNDERGROUND begins and ends with the same 3 letters UND. Furthermore, the reflection of letter N vertically creats a hidden arrow which symbolizes consistency and moving forward towards change and evolution.
PANTONE 711C
#C62C2C
PANTONE 663C
#F1F1F1
PANTONE 7547 C
#05141F
A modern and edgy personality that conveys a sense of strength and confidence.
Developing UNDERGROUND’s personality was rebellious. The brand personality is reflecting the brand’s willingness to push boundaries and challenge the status quo in the automotive industry, and breaking the conventional look and feel of cars and vehicles.
