Jelbi (from the Berlin slang »jelb« for the color yellow) is a new intermodal mobility concept of the BVG, which in the future will connect Berlin's subway, suburban train, tram, bus, and ferry lines with the sharing and service offerings of private providers such as car sharing and taxis, bike and scooter sharing, e-loading stations, and even shops and package stations by means of so-called »mobility hubs« at important intersections. These offers can soon be used via a dedicated app, with which Jelbi is to become the digital mobility guide in the German capital, aiming to inspire Berliners and visitors to the metropolis with enthusiasm for the new, intelligently networked and sustainable mobility offer.
In order to make this offer known to a broad public with a well-rounded communicative overall appearance, BVG entrusted Truffle Bay Management Consulting with the brand positioning. This brand positioning emphasizes above all the reliable and intelligent variety of urban mobility in and for Berlin and its networking. The central promise of the Jelbi brand is »Simply better on the move« – the three brand values are »clever«, »connecting« and »casual«.
The creative sister company The Hamptons Bay Design Company has translated these into a flexible brand design. Jelbi addresses the entire population, but the concrete design of the brand focuses in particular on an urban, progressive, design- and brand-oriented clientele. The design concept visualizes the countless, individual paths and forms that are created by the diverse traffic routes and interfaces in Berlin. The novel combination of these forms creates a highly distinctive pattern – the »Jelbi Pattern«. It also plays with prominent landmarks in the cityscape and is suitable for all conceivable brand touchpoints. At the same time, the striking use of the typical BVG yellow, among other things, also makes the connection to the Berliner Verkehrsbetriebe visible, so that the two brands can mutually boost each other.
The Hamptons Bay Creative Director Sebastian Becker: »Jelbi is an offer to make Berlin greener and more sustainable without sacrificing the necessary mobility in the metropolis. The combination possibilities that Jelbi offers are almost inexhaustible – we underline this with the characteristic pattern that can be put together again and again. This means that with Jelbi, Berliners will not only be better off in the future, but the city of Berlin will also be enriched by a new visual highlight.«
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test
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