Agency for branding, advertising and design | evoq Zurich Cologne
Sena and ricon - two target groups, two associated brands
As a provider of smart helmets, Sena will operate under its own brand on the end consumer market. To this end, the brand will be emotionalised and clearly positioned with a focus on "connectivity": It's not about technology or helmets, it's about staying connected.
#rideconnected
A separate brand is being developed for the B2B sector. It will be independent, but still have a clear connection to Sena.
The brand name for the technology brand is generated from "ride connected": ricon.
The connector - a super symbol explains what it's all about
Both brands share the use of a connector as a super symbol. However, this is visually different enough to emphasise ricon's independence.
At ricon, the connector is also part of the logo and gives it an unmistakable look and high expressiveness.
In Sena's image motifs, it clearly shows the product benefits and makes the addressee recognisable at a glance.
In addition, the connectors also serve as a differentiation aid for the two connection technologies offered, Mesh and Bluetooth.
Mesh and Bluetooth - explained by the super sign
While Bluetooth connections are established in a so-called daisy chain, i.e. the connected devices are linked in a row and communication always runs from front to back and back again, the mesh developed by Sena creates a network between the receivers. This makes the connection much more stable and self-healing: if one driver loses the connection, the others remain connected and the connection is automatically re-established as soon as he or she is back in range.
Connected by ricon
The eye-catching blue emblem on helmets and packaging serves as a clear indication to end users: this helmet is a smart helmet that enables communication on the bike. The feature is therefore not occupied by one helmet brand, but becomes a functionality offered by various providers. This benefits all providers, but above all the market structure - connectivity is particularly attractive when there are many possible communication partners available.
The DNA of the brand - the new Sena brand story
"The ability to connect has made humanity the strongest species in evolution. We take care of each other, we share our knowledge, we constantly improve - and we have a lot of fun doing it. Together we can move mountains - or ride over them.
Take your cycling experience to a new level!
More safety.
Better performance.
More fun.
#rideconnected"
What's next?
The Sena brand will continue to grow - new areas of application are already being realised, as are new communication technologies. The flexible and versatile new brand identity will accompany it.
