VOYAH Brand Identity Creation

HIGH-END ELECTRIC VEHICLES

Founded in 1969, Dongfeng Motor Corporation (shortened as Dongfeng) is a Chinese state-owned automobile manufacturer. The company is the second-largest automobile group in China. Dongfeng is dedicated to building a harmonious relationship between people, vehicles, nature and society.

Due to the increasing amount of international EV brands that have entered the Chinese market, the automobile industry in China is facing a downward trend in sales since 2018, including the over-saturated low-end EV segment. Chinese automobile brands see a big opportunity to develop high-end EV brands that could lead the market. 

As a pioneer in the Chinese automobile industry, Dongfeng launched its “Plan H” in 2019 to develop auto technology and produce high-end electric vehicles. To help Dongfeng promote its first independent EV brand, LABBRAND worked closely with the company to create the new brand‘s bilingual names, as well as the comprehensive brand visual identity system.

PREMIUM, CLASSIC AND EXQUISITE

Through in-depth interviews with the top management of Dongfeng, LABBRAND team immersed themselves  in the brand’s culture and formulated the overarching creative strategy for the development of brand identity, which is based on “1 Premise + 3 Attributes” complimenting the ambitious vision of the brand,

1 Premise:

• The brand image should adhere to the principles of “Premium, Classic & Exquisite”.

3 Attributes:

• Connects closely with people, has profound experience, and pioneers in the industry.
• Adhere to the concept of humanized technology and continuous pursuit of premium quality.
• Resonate with the consumers and is associated with good meaning.

SUSTAINABILITY AND INTELLIGENCE

The brand’s bilingual name “VOYAH, 岚图 [lán tú]” created by LABBRAND, indicates the premium and pleasant brand experience which balances well between intelligence and nature.

The brand alphabetic name “VOYAH” comes from the idea of “voyage”, which paints a vivid image of a journey on a yacht, delivering a premium and leisure lifestyle that makes consumers feel safe and comfortable. “VOYAH” conveys the brand’s confidence and innovation in the EV segment, and makes the consumers feel that they’re exploring an extraordinary driving experience and discovering the unknown world with the brand together. At the same time, the meaning of the English name resonates with the brand signature, which looks like a yacht sailing in the sea. The first letter “V”  echoes with the shape of the brand logo.

The brand name “岚图 [lán tú]” is the homophone of “蓝图 [lántú]“  which stands for "blueprint" in Chinese, indicating the bright prospects of the company. “岚 [lán]” refers to the “mist among the mountains”, indicating freshness and naturalness. It’s embedded with the connotation of Chinese culture and associates the audience with the concept of new energy. “图 [tú]” means painting a picture of the future, showing the brand’s clear ambition in the EV industry.

THE BLUEPRINT OF LIFE

The brand signature is inspired by the idea of 鲲鹏 [kūn péng] that refers to the mythical Roc, an enormous legendary bird of prey, in the popular mythology of the Chinese culture — “鲲鹏展翅 [kūn péng zhǎn chì]” paints a picture that the mythical Roc is spreading its wings and is soaring high. 

The overall brand logo showcases a simple and modern style. Infused with the design element “wings”, The “flying” gesture demonstrates a positive mindset: the brand will accompany consumers to grow and make achievements, creating the blueprint of life together.