London-based Enso, a Zen term for circle, has an interesting entrepreneurial story. A car tyre manufacturer with a clear mission – to produce sustainable tyres for electric vehicles. Few people know that tyres leave behind large amounts of rubber waste, it’s just not visible to the naked eye. Enso did not want an approach demonstrating that we are closing in on the apocalypse, so how do we tell a positive story about a problem that the consumer can’t see?
People who drive electric cars have already made a stand for the environment, and these tyres are exclusively for electric cars. This means that the target group will not care for yet another story about the environment as they are already tuned in to the issue. This created an opportunity to approach the segment in a way that appealed to other values associated with this category.
It was all about balance, the circular thought. The beautiful thing about a tyre is its round shape, which illustrates the philosophy of Enso. The concept “Moved by Enso” refers to motion while having a special purpose. In a zen-inspired universe, we created an identity well-expressed in the logo and shot a meditation-looking video in the woods of Sweden. With the sounds of nature and the quiet buzzing of the electric car’s friction on the road, we reminded the viewer to breathe and set an atmosphere of immersion and respect for nature – the very essence of Enso.