Preparing for change in the energy industry
For over 125 years, Statkraft has been making clean energy possible. Today, they are Europe’s largest renewable energy company. Recognizing the changing landscape, recent acquisitions have allowed the business to diversify into the electric vehicle (EV) charging space. With a desire to remove the barriers to EV adoption for customers, Statkraft approached us with shared enthusiasm and commitment to developing a future-facing, optimistic and accessible brand for the EV-charging network it is rolling out across Europe.
Through concept testing across multiple European markets, we uncovered the role brand could play in shaping the EV charging network experience of the future. An exciting new brand within the Statkraft portfolio would represent the best way of engaging consumers. The brand would need to help people understand that sustainable solutions don’t mean compromise or complexity. With a widespread charging network being rolled out, it can be just as simple as legacy solutions.
The brand’s new name, Mer, is the Norwegian translation for ‘more.’ It represents the positive, practical and powerful benefits the brand will enable people to experience. We helped Mer simplify and sharpen the messaging to underline its ambition: to become the best and most customer-oriented EV Charging Company in Europe—powered by pure energy from Statkraft. With a simplified experience devoid of jargon, Mer is a simple and empowering lifestyle brand, propelling the EV market into the future as consumer preferences shift towards cleaner living.