With advancements in battery technology and an increase in the number of electric vehicle (EV) charging stations, Zero emission motorcycles are increasingly becoming a more attractive option for transport in cities around the world. ZEMs are now available to rent in one of Croatia's greatest vacation destinations — Dubrovnik. Mynt is a new brand with a clear vision: making eco-friendly mobility accessible to international tourists, and our team has developed a design system that brings this idea to life.
The visual identity design is at the same time impressively simple and informational. The lightning shaped letter M in the logo is the basis of the recognizability of the visual identity. Other letters in the logo are also custom-made to match the shape of the initial letter — M. The logotype is directly associated with the nature of the vehicles that are rented and can function completely independently as the icon for a mobile application, a social network profile icon, or simply as a recognizable signal in city locations. Furthermore, it can serve as a decorative element when designing promotional materials (flags, t-shirts, roll up banners...), and considering that the colour of the motorcycles that are rented corresponds to the colour of the brand, the letter M can stand alone on parts where it is not possible to reproduce the complete logo.
The brand’s strong name was used to guide the choice of colour palette. The mint colour — a shade of green, which is fresh and light, and was deployed because of its association with nature, it symbolizes environmental conscious behaviour, and the colour has a positive, engaging, and vibrant impact. We used it to make a technical product more human, approaching and inspiring. Compatible with a wide range of applications across different media outlets, including web-based promotion, the Mynt brand communicates flexibility with efficiency, this being the core attribute of the new brand.
The visual identity of the Mynt rental service is both modern and retro-nostalgic. It can trigger an emotional response, at the same time it has a rational appeal and has the ability to clearly communicate to its target audience in a meaningful way. This is also how the promotional material, and the entire communication concept were designed.
Given that the client, despite the futuristic trends in the appearance of motorcycles, especially when it comes to new, electrically powered vehicles, decided on a retro form reminiscent of old Vespa motorcycles, our communication design was reduced to basic communication and a message, first of all evoking emotions connected to universal basic human needs, which are movement and enjoyment - i.e. rest and sightseeing, given that Dubrovnik is a tourist destination. On the other hand, it can be said that the visual identity is modern, precisely because it is simple, conveying the message quickly and optimized for modern communication channels, above all on social networks or video.
