Rasto
Branding/ Promotional Design
Brief
The Ahmedabad Municipal Corporation is wanting to start a new transport service of a large fleet of air conditioned electric mini-buses for last mile connectivity. These will ply under-served routes and can even cover smaller, hard-to-reach and congested areas. It will be fully funded and run by the municipal corporation with subsidized tariff.
Brand Challenges
Transportation initiatives by the government have historically not been seen as modern. Commuters will need to be convinced about the reliability of this service. The AC busses may be perceived as ‘not-for-me’ by the lower classes on one hand and the private car owners on the other.
Mission
To provide people with a delightful, reliable and fast mode of transport.
Branding Pillars
Eco-friendly, fast, reliable
Brand Name
Rasto (translates to 'way' in Gujarati, local language of the place)
This is being instated with a larger green agenda to popularize mass rapid transport and decongest a severely burdened road infrastructure. The bus routes will be visible on an app which would give the live location and ETA of each bus so people do not waste time waiting. Moreover, it attempts to democratise good quality and comfortable travel in the city.
Positioning
Sustainable, fast, comfortable travel
for everyone.
This positioning statement emphasizes that the transport service is available for all classes of people. It is good for the planet as it cuts down on fuel wastage. It offers list mile connectivity in a fast and comfortable mini-bus format.
Vision
Connecting the unconnected in a reliable and fast way.
Tone of Voice
Easy-going, safe, reliable, timely
Brand Tagline
The way to go.
Typography, Color Palette
Typeface: Boldena Bold
Dynamic forms of the typeface accomodates the easy-going, reliable tone of the brand. Through the colors, a sense of safety and trust is created. The color blue is also symbolic of the electric mini-bus while green stands for sustainable and eco-friendliness of the brand.
Wordmark
Clearspace
Graphic Anchor
The alphabet “r” is symbolic of a human. It is more informal and conveys a sense of liveliness.
