EKARA (Nissan Reimagined) Brand Guidelines
Iconic Meets Innovation: The future blend of EV and enthusiasts
Role
Brand Designer
Industry
Automotive
Duration
3 Weeks
Project Brief:
Based off Nissan’s platform of iconic vehicles of the past, EKARA represents the essence of driving and raw engagement of what made those cars special. At EKARA, the intersection of heritage and innovation is present, blending classic design principles with the future of mobility.
Problem:
Presenting a new brand identity that balances a new wave of consumers and attracts the old nostalgic audience of the past; those who value performance and sustainability. Electric vehicles that don’t feel “electric.” The issue with modern EVs is the “watered-down” feeling of the immersion a vehicle normally has.
Context:
Target Users: Middle-income individuals, young adults, car enthusiasts. Classify them as: “The most important car buyers.”
User Needs: Drivers still desire vehicles that offer the spirit of driving dynamics without sacrificing innovation.
Constraints: Consumers buy brands based on loyalty, price for value, and longevity. The EV market isn't as reputable as traditional automotive vehicles.
Role: Brand Designer — responsible for research, ideation, concept mapping, and branding & identity.
Process:
Competitive Analysis: Audited related automotive manufacturers (Subaru, Honda, Toyota).
Concept Mapping: Utilized a word bank and mind mapping to create the name and tagline of the brand.
Logo Sketching: Sketched and designed the logo with three different variations (logomark, wordmark).
Brand Identity: Created a full brand guideline and lookbook that consists of a brand story, core values, logo guidelines, color & typography, and brand tone.
Proposal:
At EKARA, they focus on driver-first experience and deliver EV performance that feel intuitive, memorable, and—above all—exciting. EKARA’s design language offers vehicles to the market that feel familiar without the overwhelming of “tech-based” packages tossed into every vehicle that takes away from the driving dynamic. With EKARA Racing, the brand contains a community engagement, offering passion to reconnect today’s drivers with Nissan’s performance legacy, while inspiring a new generation of enthusiasts. These brand guidelines represent the new and emerging consumer's market, and offers a new identity that's unique compared to any other in this automotive section.
Summary:
EKARA is an electric performance brand built on the spirit of driving, created to redefine what it means to experience an EV. Rooted in Nissan’s legacy of iconic cars, EKARA draws from the raw engagement and excitement that made those vehicles memorable, while pushing toward a future where performance and sustainability coexist. The challenge lies in developing a brand identity that bridges two audiences: new consumers who demand innovation and responsibility, and nostalgic enthusiasts who miss the visceral connection of traditional performance cars. Many modern EVs struggle to capture this feeling, often described as watered-down or overly tech-driven, diminishing the thrill of driving. EKARA addresses this by placing the driver at the center, delivering intuitive, memorable, and exciting performance without overwhelming technology. Its design language blends familiarity with modernity, creating cars that feel authentic yet forward-looking. Beyond vehicles, EKARA Racing fosters community and passion, reconnecting today’s drivers with Nissan’s performance heritage and inspiring a new generation of enthusiasts. Together, these elements form a distinct identity in the EV market: one that is not just about building cars, but about building a movement.
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