Context
CarBravo is an innovative used-car shopping experience unlike any other. Our voice, experience, logo and palette are designed to draw consumers in and create a sense of warmth and friendliness. And then we take that warmth and friendliness and apply it to everything we do, including our flexible way to shop. Whether our future drivers prefer to shop online from the comfort of their home, in person at one of our locations, or anything in between, we’ll ensure their experience and every touch point along the way, serves to let them know they’re in good hands.
Strategy
Our core strategy behind the CarBravo brand is to create an emotional connection with customers by evoking feelings of confidence, security, happiness and delight - summed up as “usedphoria.” The brand aims to transform the often unsatisfying and painful used car buying process into something extraordinary and joyful.
Every aspect of the brand was purposefully designed to bring this strategy to life. The color palette of green and blue tones conveys harmony, new life, progress, trustworthiness and an invitation to join a modern, forward-thinking brand experience. And the logo’s smiling icon harmoniously linked to a vehicle shape reinforces the brand’s purpose of delivering smiles through mobility.
Approach
It starts with redefining the experience of buying a used vehicle by creating an innovative digital/mobile shopping platform paired with a unsurpassed physical presence, to provide customers with an unparalleled level of choice, convenience, transparency, confidence and trust when purchasing a pre-owned vehicle. All phases of the journey were considered... search, shopping, comparison, trade-in, finance, test drives and deliveries.
Purpose extended into the visual portrayal in photography, videography and graphic treatment of CarBravo. The brand has an editorial yet cinematic style meant to celebrate the customer’s journey. Brand imagery focuses on candid individual portraits and lifestyle scenarios that feel authentic and inclusive of the diverse range of customers while the typography combines a classic, trustworthy serif font with a more playful, curved sans-serif - capturing both credibility and CarBravo’s wit and optimism in reimagining the buying experience.
Outcome
Through its distinctive visual identity system and unique take on the used car business model, CarBravo has crafted a brand that genuinely stands out in the automotive market. The warm, friendly aesthetic paired with the promise of an innovative digital/physical shopping platform generates excitement for the new usedphoria experience. Customers are drawn in by relatable, personal and optimistic messaging and imagery that makes them feel the brand truly understands and values them as individuals.
