Client | LUUP

LUUP Branding & Design

Ride your city

Role | Brand Strategy Lead

Challenge

  • At the time of launch, adoption remained limited and safety concerns were prominent, making it critical to foster a more positive public perception

  • ローンチ時まだ普及がされていなく危険視される声も大きい中、よりポジティブな印象を創ることが重要に

The Ask

  • LUUP, an electric micro-mobility sharing service. As the service continued to expand, a brand strategy aligned with LUUP’s growth was needed

  • 電動マイクロモビリティのシェアサービス「LUUP」。サービス拡大を続けるLUUPの成長を踏まえたブランド戦略が必要だった

Strategy

  • Building on the founding vision, LUUP was repositioned not merely as a mode of transport, but as a starting point for exploring and enjoying the city. renewal of its brand purpose, visual identity (VI), and corporate identity (CI).

  • 創業の想いを踏まえ、単なる移動手段としてではなく、電動キックボードのポートが街を楽しむためのスタート地点と位置付けた。新たなポジショニングに基づきブランドパーパス、VI、CIを刷新

Execution

  • Stakeholder Interviews

  • Brand Purpose and Statement Development

  • Brand Book Development

  • Mobility Redesign

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Kao Laurier