Electrifying the future

We’ve created a magnetic brand to deliver the future-thinking vision of the founders of two global leaders in EV classic car conversion. As Australia’s Jaunt Motors and the UK’s Zero EV form one global operation with unmatched capability and scale we’ve designed a brand that will push their pioneering business forward to lead the industry. While the world is excited about an electric future, this is not about starting from scratch. It’s about tackling the legacy of fossil fuel head on and helping redefine the joy of classic cars.

We defined the new business as one that believes in the joy of classic cars, knows it’s necessary to keep pushing the boundaries, and is motivated to enable others to recycle fossil fuel cars. The end goal is a car you can drive that you love, have a great time with and know it’s not costing you or the Earth, so there’s nothing left to do, but enjoy. To match this vision, the new brand needed to be bold, discerning and exciting. A reimagining of historical luxury for the future. Our brand idea ‘reimagine’ defines a business full of ideas, energy and the drive to go ahead, make bold choices and break ground to build better things. Our streamlined brand architecture builds a strong, singular brand set for clarity, consistency and growth that leaves room for innovation to
take centre stage.

We named the brand Fellten, meaning lightning in Welsh. This gave us a brilliant opportunity to create a logo marque using a lightning bolt cutting through a letter ‘F’. It’s a badge that belongs alongside the world’s most iconic automotive brands. For the logotype we looked at classic grid-drawn fonts by Jurriaan Schrofer and Wim Crouwel to create a link to classic cars of the 50s and 60s. The bespoke font, drawn by Frost*, replicates the curves of mechanical components and winding roads. It’s variable in thickness and monospaced with special cuts and keylines. The illustration style references classic Haynes workshop manuals and the isometric engineering drawings Fellten use in their workshop. The colours reference classic cars – blue grey and British racing green – highlighted with an orange taken from the electrical cables in Fellten motors. We’ve created an identity that can dismantle and reconfigure repeatedly. It’s a scalable brand that holds true to the authenticity and values of each of the merging companies and represents the expansive ambitions for this world-changing business.