ZeroJet was founded by two Kiwi entrepreneurs and outdoors enthusiasts who saw the early possibilities for EV propulsion systems in recreational jet-powered boards. Trialling traditional petrol engines, they witnessed how the noise, fumes and smoke took away from the exhilarating experience. This set them on a path of discovering similar electric-powered boards that didn't wreck the precious marine environment. Since then, the business has grown and developed its proprietary electric jet propulsion systems for small tenders and wider applications.
With the next few years focused on scale and growth in the New Zealand and overseas marine markets, the business wanted to refresh its brand identity and positioning in the market. Pioneers in E-powered engines, the brand sits in a highly competitive and fast-moving category of traditional engine makers and small electric engine brands that have recently entered the market. The opportunity for the business was to truly capture the essence of electric power instead of petrol.
Onfire identified a new positioning that focused on what is to be gained by going electric. ‘Electrify your senses’ focuses on the physical sensations and enjoyment delivered by ZeroJet for boat owners, breaking away from the past and into the future. The refreshed logo refines the premium positioning, eliminating the electric spark trope in favour of an oversized ‘O’. Taking inspiration from the shape of a jet nozzle while referencing the zero fumes, zero noise, zero pollution, zero compromise proposition. This circle device is then used through communications to focus on critical aspects of the story. The brand's tool-kit was expanded with a broader colour palette, animated water vignette and fonts. Visual storytelling showcases innovative technology, lifestyle, technical illustrations and headline typography with show-through characteristics to highlight the simplicity of the proposition.
