抱歉，本文中文版本正在制作中 Pulsating and electrifying: that’s the world of eprimo, a new discount energy provider in Germany. And that presented two big challenges for MetaDesign: electricity is a rather generic product without a lot of emotion attached to it, and competition on the energy market is fierce. So how do you design a brand world that not only attracts attention, but also creates an exciting product encounter for its customers?
So we took a closer look. This is what we discovered: electricity is comprised of millions of tiny eprimos that bzzzzz their way through the wires and deliver friendly power that doesn’t cost too much. These eprimos give two commodities, electricity and gas, a face for the first time. And it’s a nice one! This storyline makes eprimo special – and serves as the basis for the entire design.
eprimos are the happy little messengers at the very heart of the brand. And there are as many different types of emprimos as there are products: electricity, green electricity, gas and green gas. But they all have one thing in common: they pay as much attention to their customers after the contract is signed as they did before.
The eprimos spread their energy everywhere they go, bzzzzzing across advertisements and billboards and spreading their positive vibes throughout the internet. For that’s where these dynamic little creatures can really come to life, full of sound and energy. 15-second online ads call attention to the products and to the brand itself, turning them into virtual stars and leading readers to the company’s website.
“The eprimo is a surprising kind of energy. Whenever people want to make their lives safer, easier or just more comfortable, the eprimo is already there. At the speed of light, without a lot of red tape, and at a good price.” The brand book opens up the world of eprimo to employees and service providers, helping them to understand these little characters by telling their story in a lighthearted manner and illustrating their attitude and values.
The entire look and feel of the brand supports the message of the eprimos. The color environment is green and simpatico, and the imagery is bright and clear. The newly designed logo and the headline typeface reflect the shape of the eprimos. And set the perfect stage for an energetic, dynamic performance.
The company sounds just as energetic as it looks. We created an acoustic world that charges the eprimos with feeling. The eprimo sound can be heard not only in the brand music and the sonic logo, but also in the on-hold loop and ringtone we developed.
This cross-media consistency and the eprimo look make eprimo noticeably different from its competitors. Energy turns into a positive encounter, and the emotion that creates helps customers to identify with the company. The success of the brand is evident not only in its growing recognition and client numbers, but also is all the awards it has won: the iF Award, the Corporate Design Award and the red dot award for design and sound.
