carme.co.za
Credits
Creative Director | Letitia Lerm
Art Director | Claire Bruining
Strategy | Michelle Marais
A second-hand car sales brand that doesn't give dodgy second-hand car sales brand vibes.
This is a second-hand car sales brand like no other – one that brings you hyper-personalized service, truly understands your deep attachment to your car, and shares your excitement for the incredible journeys ahead. They have tasked us with creating a brand identity to match their unique personality and vision.
A URL... in your logo
We strategically integrated the brand's URL into the logo to reinforce its online presence, enhancing brand recall and facilitating seamless audience navigation. This incorporation emphasises the unity of online and offline brand experiences, providing a cohesive and memorable representation in the digital landscape.
More than just curvy lines
When buying or sellinga car, you're not just dealing with a vehicle; you're embracing a journey, past or future. Our design system is based on these journeys, making it incredibly versatile, as there exists an infinite number of paths from point A to B.
Add a little personality
To connect with the everyday person, we ditched the jargon and chose a down-to-earth tone. Nobody likes being bombarded with ad-speak, so we went for an approachable voice that feels relatable.
Standing out in the market
Red and orange dominate the South African market of online car dealing. To ensure the brand can easily be differentiated from its competitors, we opted for a bright yellow, complemented by two various shades of blue. The vibrant yellow creates a friendly warmth, a feeling of approachability whilst the blues alludes to professionalism.
