Context // Based on the initial brand strategy workshops conducted with the business and product team, the initial value proposition involved two aspects - one, a minimal cost to the owner for charging and two, a public charger available every 2 kilometres along with a private charger at home. Dependable, premium, forward thinking and ubiquitous were the personality traits that would form the foothold of the brand. The business strategy also involved setting up these chargers at cafes, malls, office spaces, museums and other public locations where customers spend atleast an hour.
