brand and product development
in 2014 the JD Corp. had the vision to translate the success formula of ebikes onto their core product – the kick scooter. they asked Kucher&Thusbass to support them with the design of an e-kickscooter and the development of the corresponding brand strategy and brand design.
the eScooter market was at that time still in its very beginnings and in most countries not even street legal. eScooters were a rather rare species in urban traffic and everything else than a lifestyle product. the fact is, this kind of mobility wasn‘t on the radar screens of urbaneers. a challenging starting point, when your objective is to create a reasonable market for your innovative product idea.
so much upfront, Citybug didn‘t invent the eScooter. quite likely the swiss did. but we were the first who positioned the eScooter as a lifestyle product. the key idea was to emotionalize the product. to achieve this we came from two directions. a. rising the design quality of this new product category. with a design that was inspired by automotive styling. the idea was to appeal with a more familiar design language to a wider range of target groups and to create an image transfer from the prevailing means of transportation to our newcomer category. the other direction b. was to promote this new product category and Citybug with the message – we are metropolitan, lifestyle, smart and fun to get around town. addressing urban trendsetters and early adopters.
the design concept was successful, it won the prestigious IF award and the target group relevant ISPO Gold award. sales exceeded expectations as well. but they could have been even higher. unfortunately, sales were restrained by the legal situation in germany, europe's biggest potential market. a situation, which is about to change this year. more favorable laws and developments such as ‚diesel powered vehicle ban‘s in german cities will support the breakthrough of eScooters as a valuable means of urban transportation and a desired lifestyle product.
Citybug - pioneering urban lifestyle, pioneering a new market.
_brand design strategy
_brand design + brand design manual
_communication design (original website, fairs, print)
_art direction video and copy writing
_IF Product Design Award 2015
_ISPO 2016 Gold Award