FRUM

We based the brand story of KRELL Automotive on the movie “Forbidden Planet,” which was the motif for KRELL’s founding. Based on the developed brand story, we derived the brand values ​​of Mighty, Masterly, Authentic and Heritage. We built a visual identity by replacing the derived brand values ​​with design keywords and used it to carry out brand communication.With KRELL’s excellent tuning technology inherited from traditional home audio, we visualized the message of “The energy of the vast universe contained in your car” with exciting, thrilling graphics.

We designed the website with a special emphasis on the content flow. Based on the brand strategy, we defined the themes for each page: the sound of space/the universe (Home), the origins (About), the passion (Technologies), the manifestation (Partners) and the spread (Stories). “Home” tells the story of KRELL Automotive which covers the entire website, “About” communicates the heritage of the brand, “Technologies” shows the craftsmanship, “Partners” introduces the relationships of the brand, and “Stories” shows the latest information through news and review articles.

We re-organized the KRELL Automotive brand based on KRELL’s existing brand assets, interpreting them to suit the modern era. To make this usable with various forms of media, we created a brand guide. The Brand Introduction summarizes the brand’s story, and includes a general description, as well as the brand’s vision, mission, values, framework and slogan. The Brand Identity summarizes the visual principles, logo type, color system, typography and image usage rules. The Product Identity finalizes the brand guidelines by summarizing the features of the product and the points to emphasize to customers.

What we really wanted to implement when working on the KRELL Automotive brand launching project was the expansion of the touch points of perfect sound and the realization of the possibility that the inside of a vehicle could become more of a perfect three-dimensional space. In addition to this, we built various channels to help provide a three-dimensional brand experience beyond simple sound. We established and operated social media channels in order to continuously communicate with potential customers and conducted targeted advertisements. We built all-around channels to link all customer touch points both online and offline, created content and executed advertisements, ranging from online search advertisements to outdoor advertisements on the subway, bus stops, etc.