EV offerings grow due to consumer demand and product lineup, requiring unique experiences across touchpoints, brand, product, and ownership cycle. TATA.ev identified a clear need for a new consumer-facing brand identity that strengthens commitment to the future of mobility.
The word “move” captures how the company is in the business of mobility but also acts as a launchpad to think of this new brand identity as a collective human movement towards EVs, and towards a Safer, Smarter, Greener future. TATA.ev emphasizes responsibility, collective action, and future readiness through words “with meaning” in its intent, highlighting its commitment to a brighter future.
Commenting on the new brand identity, Mr. Vivek Srivatsa, Head, Marketing, Sales and Service Strategy, Tata Passenger Electric Mobility Ltd. said, “The brand personality is humane, honest, invigorating, and conversational – a rallying point for those curious about having a better impact on the world.”TATA.ev’s brand identity, developed with Landor & Fitch, emphasizes sustainability and ‘Move with Meaning’. All design decisions are purposeful and deliberate in the same spirit as the brand strategy. The visual design embodies Move with Meaning and is accessible, open, and environmentally friendly.