Branding and communication
Strategy and positioning
Retail design

Industry: Car Care

Shaping Africa’s leading car care brand

Carbon is a leading car care facility brand with presence across multiple countries in Africa. Starting as a tyre retail chain in 2015, the brand has an ambition to be recognized as one of the continent’s leading car care brands, beyond tyres.

To realize this growth, the company needed a strong brand that reflects the values which can be carried across all their retail outlets across the continent. At IndiDesign we envisioned Carbon to be an international brand that comes from and belongs to Africa. We deep dived to understand the cultural nuances and created a powerful brand that celebrates the people who rejoice vibrant colours and patterns.

The brand identity captures the essence of the brand “power your drive”. The logo is a dynamic arrow-flag derived from the upward spherical form of the letter ‘C’. To create a brand that is global yet grounded, we designed an identity that exudes power, trust and inclusivity. With the intent of building a strong people oriented brand we incorporated the values of confidence, warmth and sustainability at its core.

Indidesign team worked together with the client to translate their vision into the brand’s positioning, logo, visual language, brand communication, and tone of voice. We further created deliverables that includes brand manual, social media branding, retail signage and marketing collaterals.

Carbon is gearing up to have a network of multiple retail outlets across various countries like Nigeria, Zambia, Ivory Coast, Malawi and Sudan. Carrying the momentum forward, IndiDesign is now engaged to standardize and design the new showrooms.