DYSON
EEVE
The Tyre Collective have built a product that reduces tyre emissions. In partnership with Dyson, we were challenged to create a new identity for this technology. This included the name, class of product, where it will enter the market and how.
We have named the product EEVE (Electrostatic Encapsulator of Vehicular Emissions). This product will enter the market through Formula 1, allowing us to reach a wide range of car and engineering enthusiasts. We have redesigned the product to ensure that it can be attached to F1 cars.
Brand Identity
Our identity is made up of unusual shapes. These shapes make up our logo and can be deconstructed to create tyre tracks, keeping in line with our strategy of entering Formula 1. Using the various shapes from EEVE’s identity we have developed an icon that mimics the shape of the device when attached to the wheel.
The Strategy
Our design strategy is to separate the stages of release into three sections, ready, set and go. The design of each stage will gradually transition from black rubber textures to a cleaner brighter design representing the reduction of emissions from our roads.
Ready
It all begins with a teaser. This stage in our strategy is about building awareness for the issue and the product.
Set
Set is about building appeal for the product, getting customers interested in having the latest Formula 1 technology in their own car at home.
Go
Through building customer appeal our goal is to see EEVE built in to future cars, starting with the main formula 1 brands (Mercedes, Ferrari, and Renault)
