River
✐ BRAND PURPOSE ✐ BRAND PROMISE ✐ PRODUCT TAGLINE
✐ WEBSITE CONTENT
River is a Bangalore-based EV startup that’s building a rugged two-wheeler work-horse for the ambitious young Indian. I helped the founders articulate River’s purpose and its promise. I also worked with the design team to develop copy guidelines, content for their website, and the product tagline for their first product.
BRANDING
BRAND PURPOSE
More than just a scooter
I guided the founders through my brand discovery process. It helped us identify our ideal consumer, and define the brand’s purpose and promise.
We narrowed our TG down to the ambitious young Indian entrepreneur. Someone who was out to make the most of every opportunity they got, and was ready to hustle every single day. This exercise helped me arrive at brand purpose that elevated River from being just a mode of transport.
BRAND PROMISE
Building a verbal platform
For a product to become a brand it needs to become more than a solution for a problem. It needs to occupy a space in the consumer’s mind. A brand promise is how I use the power of words to build a platform that enable products to become brands. For River it meant finding common cause with their ambitious young consumers
BRAND MANIFESTO
A call to action
I brought the brand promise to life with a manifesto for River. It captured the essence of all our discussions and the founders’ vision for what brand River stands for, and anchored it to the promise: Do More. Be More.
PRODUCT TAGLINE
HUSTLE CULTURE ON WHEELS
The first product to hit the market was Indie. It is a customisable, adaptable and rugged bike built for the young entrepreneur. The tagline: Built to Hustle drew its inspiration from entrepreneur speak but still stayed true to River’s brand promise: Do more. Be more.
Website content that highlights utility, design and comfort
River is an upstart in hotly contested category. This meant that the website content had to do the heavy lifting of highlighting key features and benefits of River’s flagship product.
FOCUS ON BENEFITS
Right below the hero message, a sub navigation highlights the scooter's utility, design, and technology. This highlights what differentiates River upfront and makes it easy to navigate the site and find specific information.
FOCUS ON FEATURES
