The Norwegian EV charging company Zaptec is strengthening its brand to meet the European market with a clearer and more consistent identity.
The changes form part of an ambitious effort to build a complete charging universe with one goal: to become the natural choice for EV charging in Europe. The new brand platform is also being launched in an unconventional way – with a music video.
“Branding isn’t just about looking good. It’s about how people experience us, and what they think, say and feel about Zaptec when we’re not in the room,” said Kjetil Hopland, Brand & Creative Lead at Zaptec.
Zaptec launched a comprehensive brand platform in 2021, at the same time as introducing its first home charger. Now, the company is evolving its brand to meet an international market that is changing rapidly, with competition in Europe tougher than ever. Without a recognisable identity and the willingness to adapt, companies risk quickly disappearing into the crowd, it said.
“We want to stand out and be clearly recognised as the technology leader Zaptec aims to be – and we want to be recognisable, even without the logo,” Hopland added.
The new brand platform has been developed in-house by Zaptec, led by Kjetil Hopland, Kamilla Elise Øvstebø (Senior Brand & Digital Designer), Georgia Carstens (Global Marketing Campaign Manager) and Kristin Oliversen Thomassen (Senior Brand Designer).
At the core of the refreshed brand is a practical tool called “Z-BOS ” – Zaptec’s Brand Operating System, designed to integrate the brand into everything the company does.
“We’ve gone right down to the smallest details, looking at how we speak, how we appear, how we sound, and why,” Hopland explained.
As part of the work, Zaptec has developed a distinct brand personality, with a clear voice that stands out in an industry dominated by technical specifications and low emotional energy.
“We’ll be loud when we need to be, but always in our own way. Every action should strengthen the brand, not just grab attention. Every building block is chosen for distinctiveness, not appearance. If people don’t immediately recognise Zaptec, we’ve only built the brand for our competitors,” says Hopland.
Zaptec’s entire image library has been updated as part of the new brand platform, ensuring greater visual consistency and clarity across all channels.
The launch of the updated platform is being made visible in an unconventional way: through a music video. The video is built on Zaptec’s own sound library, powered by a Hyundai Ioniq 5 using V2L (vehicle-to-load) technology, which enables the car to deliver electricity even when stationary – in this case, powering the sound system.
The music is created by the Norwegian artist Morten Røsbak, who has composed pieces based on Zaptec’s own sound logo. In this way, Zaptec’s sonic universe becomes more than just a logo – it takes shape as a musical framework that can be used across different surfaces and formats. This is not just a creative move, but a direct link to Zaptec’s technology, Hopland explains.
“Without a charger that understands the car’s language, the car can’t deliver power back to the home or the grid. When the charger and the car play together, EVs can function as battery banks – exactly what Zaptec believes the future energy system will require,” said Hopland.
Image courtesy of Zaptec
