The last few years have seen a dramatic shift in the portable power market: lithium-ion power stations are increasingly replacing gas generators. Silent and exhaust-free, these battery solutions are safe to use anywhere. As a new player to this market, Yoshino Power needed an electrifying launch. It already had great tech: the first consumer product built around revolutionary solid-state batteries, fitting about twice as much power into the same size and weight as competing products. Now, it needed an equally innovative brand. No pressure.
Brand Voice and Anthem
Photography, Video, and Animation
Yoshino’s products serve a broad customer base, but because they are smaller and lighter than the competition, they are particularly well-suited for outdoor adventure. Solid-state tech is impressive, but more impressive is the lifestyle it enables. Especially as other competitors were focused on the features and technology story, we knew we wanted to go beyond that to show people what they can accomplish with Yoshino batteries.
Yoshino came to us with a name and a logo, but the rest of the brand was up to us. We started with a thorough competitive analysis and user experience (UX) review. From this, we built customer personas, a brand voice, and finally an anthem: Power Beyond.
With the objective of selling a lifestyle, we produced a wealth of original on-location photography assets and a brand launch video that positioned Yoshino as innovative, adventurous, and family-focused. Separately, we directed the creation of a product animation to convey the high-tech nature of a Yoshino power station, thus ensuring we covered both sides of the story: the technology and the activities it enables.