Year
2020
Sectors
B2C
Consumption
Service
brand strategy
Brand Design
Brand Recognition
yoxi
New Ride Dispatch Service
In 2020, under the global strategic guidance and support of TOYOTA, and with the spirit of Concept of You and the concept of “your best taxi”, HOTEL Group launched a new mobility service brand - yoxi.
Branding Goals
In the process of developing yoxi, colleagues from different professions joined the team, and each other had a general direction on the strategic foundation of the yoxi brand, including vision, mission, target groups, and value propositions. Through the workshops designed by Pro and strategic partner AJA, the team was guided to formulate a clearer brand strategy and link these statements to naming, logo design and visual elements.
Enjoy the ride.
After interviewing yoxi team members and combing through quantitative surveys of cab riders, Pro investigated competing brands' strategies and identity designs, as well as conducting in-depth interviews with target segments to understand their pain points and benefits in a variety of usage scenarios. A strategy workshop was then held to guide the yoxi team in developing the brand's value proposition, i.e., integrating the hardware and software strengths of the fleet, the depot and the platform to help passengers gain peace of mind, comfort and convenience, and to change the mobile service industry from the inside out.
In terms of positioning, yoxi has adopted a "straddle positioning" strategy to emphasize its integrated strengths in two categories: on the one hand, it has a professionally managed fleet of buses to provide passengers with a comfortable and consistent experience, and is committed to leading the industry in dispatching buses from existing fleets and platforms; and on the other hand, it has an app that focuses on ride hailing to provide a good ride hailing experience for passengers. On the other hand, we have an app that focuses on taxi hailing service to provide passengers with a good taxi hailing experience.
Consistent Ride Design
In order to present the brand's cross-positioning strategy and to align with the naming, brand identity, visual tone and App's perfect ride hailing experience planned by AJA, Process Pro develops the overall planning and design of the ride experience based on the customer's journey needs and strategy, taking into account the customer's needs from the appearance of the sticker, the roof light, the uniforms, the bags, the seat back covers......and so on! All of these products take into account the customer's needs and create unique value for yoxi's traveling experience.
Moving forward, demonstrating the brand's energy
The exterior design of the yoxi is based on the concept of "Forward", with diagonal character blocks arranged with distinctive brand fonts, allowing the yoxi to display its dynamic style of constantly moving forward on city roads. At the same time, the driver's uniform is based on professionalism and comfort, and the development of distinctive clothing styling, which also demonstrates the image of a professional driver in a different way.
Image courtesy of Hotex Automotive Co.
Image by Hotai Motor Corporation.
