Breaking away from a global entity, the brand required a new identity that clearly articulated and claimed their Australian first services, products and training capability while also building a strong tone of voice that would disrupt the flooded automotive industry. The brand required a staged trademarking strategy that would allow the brand to grow in the Australian market while also being easily pronounced by the target audience.
The brand’s new name ZUCE, derived from the team’s expert knowledge of engine control units (ECU’s), evokes the electric spirit of vehicles and the power of automotive tuning while also positioning the business as experts in their field – with such deep knowledge that they know ECU’s backwards. The brand icon is distinct and is inspired by the power of Greek god Zeus, off-road maps and terrain. Supporting this is the brand promise performance evolved, which refers to automobile, business and service performance.
