Lecar

Systems are normal.

Lecar

Systems are normal.

Task

Creating own brand of spare parts and accessories.

A new brand of spare parts and accessories should provide high-quality, professional assistance in matters of car service. It is a personal medical engineer for your car. It speaks reservedly, competently, technologically and just on business. Even experienced automobilists listen to it. The brand that closely monitors your car health. So it uses only remedies with proven effectiveness for treatment.

Hypothesis

A car, like a person, periodically needs professional medical help. Only in the case of a car, it should be a medical engineer who sees and fixes any failure. The new brand of spare parts and accessories offers quality assistance in matters of car service. The brand that closely monitors your car health as quickly and precisely gives warning of any failure.

Insight

Spare parts. A product of constant demand, which depends on:

• the schedule of preventive maintenance of the car and conditions of usage: mileage, frequency and duration of vehicle operation;

• natural disaster (car breakage).

Car accessories. Products of impulse demand or seasonal stocks.

Product

Запасные части. Продукт постоянного спроса, который зависит:
• от графика проведения регламентного технического обслуживания автомобиля и условий эксплуатации: пробег, частота и длительность эксплуатации автомобиля;

• форс-мажорных обстоятельств (поломки автомобиля).

Автомобильные аксессуары. Продукты импульсного спроса или сезонные товары.

The target audience

Spare parts. Men 30−50 years old (over 90%), car owners of the "old school". They have a good understanding of mechanics, are not afraid to open the hood; they believe they can cope on their own. Only if it comes to the worst, they will be ready to trust a professional and, preferably, one whom the friend advised. A rational approach guides these people.

Car accessories. Younger target audience. They pay attention to accessories to highlight their car or to give it subsidiary functionality.

The neologism combines two meanings and two words: a car and a healer. LECAR is a personal automobile doctor who accurately determines the task, and quickly solves it, ensures that all systems are normal.

Нейминг

Сдержанный лаконичный логотип подчеркивает европейские корни марки, а также её специализацию — буквы в написании постепенно «худеют», обретая свою идеальную форму к концу названия.

Naming

An experienced engineer and mechanic can determine the level of car health, not only during dismantling it but even by ear and by the move. If the car failures, the proper indicator immediately lights up on the dashboard, reporting a failure. However, not all elements of the car have their indicators, which means that it is difficult for the car owner to determine the cause of the failure. There is LECAR for that. It sees, hears and gives warning of failure and helps to cope with it.

LECAR indicators — this is what the car dashboard needs. Now, thanks to the new system, the driver can control all the processes in a car body and keep an eye on things.

Нейминг

Identification system

We created the system of elements indicating a particular automobile part that needs attention. Symbols look like a continuation of the dashboard. Pictograms are stylized to the signs of indicators. Therefore, they are intuitively understandable and familiar to every driver.

Gray packaging is decorated with a pattern of pictograms of a lighter shade. Depending on the purpose of the car part, the proper sign is highlighted in bright color simulating the backlight on the dashboard.

Упаковка

Сдержанный лаконичный логотип подчеркивает европейские корни марки, а также её специализацию — буквы в написании постепенно «худеют», обретая свою идеальную форму к концу названия.

Packaging

All the rules for using the new corporate identity are presented in the brandbook. The manual clearly outlines the principles of packaging makeup, the dimension of the elements, the features of photo processing, and the algorithm for the identity development on all media.

Упаковка

Сдержанный лаконичный логотип подчеркивает европейские корни марки, а также её специализацию — буквы в написании постепенно «худеют», обретая свою идеальную форму к концу названия.

Brandbook

For example, on T-shirts, several elements of the pattern are highlighted with fluorescent paint lighting in the dark. On the mugs, the selected elements are printed with thermal paint and change color if the temperature varies.

Нейминг

Development

The graphic system of the dashboard identifiers is not reflected only in the packaging. Business documents, clothes, and promos are also decorated with a pattern of these elements. The new corporate identity gives a large space for the sale of souvenir products.