Izzy
IZZY offers scooter sharing and short-term bicycle rentals in the Caucasus and Central Asia. The service aims to lighten the load on public transportation and reduce the reliance on personal cars by making scooters and bicycles available in even the most isolated urban areas.
The client is moving into the Central Asian market, a new territory where the audience is already familiar with similar services.
For a successful launch, it's important not only to differentiate the brand from competitors, but also to consider the local context, cultural specifics of the flagship regions, and to test hypotheses on local focus groups.
Challenge
It was important for us to create a bridge brand between the digital and physical worlds: the scooters and mopeds should stand out on city streets, and communications had to be distinctive in the digital environment. We aimed to create a nameIt was important for us to create a bridge brand between the digital and physical worlds: The scooters and mopeds should stand out on city streets, and communications had to be distinctive in the digital environment.
We aimed to create a name that would become instantly identifiable and to incorporate a symbol into the logo that could easily be used as an app icon. We were also tasked with developing a brand mascot.
Solution
IZZY scooter-sharing is positioned as an alternative to taxis or public transportation, rather than as entertainment. The scooters are always charged and in good condition, so the idea of using energy and lightning in the identity emerged naturally.
In the IZZY app, energy from lightning charges the city map, where a bolt appears as a scooter parking marker.
We also created a mascot — IZZY Tiger, inheriting the friendly and energetic character of the brand. The mascot appears in the app like a game character, flicking its tail and paws during communications.
The stripes of IZZY Tiger’s fur — which have also been styled like bolts of energy — have also been used as a pattern for merchandise and graphics.
