Conceptual Art Director › Project

Scootoro

Identity and campaign for a scooter service

• Year: 2004
• Fields: Identité visuelle, Motion

Barcelona, the Gothic quarter. Scooters race through the alleys; one brushes past me, and the body reacts before the mind: the torero's gesture, olé. The idea was there. Put horns on a scooter, and not just any scooter, the most mythical one, the Vespa. Scootoro: scooter and toro fused into one word, the Spanish toro on the Italian Vespa, and Vespa's own lettering to write it. The name, the pictogram and the brand's muse all follow from it.

Identity

A black bull with handlebars and two wheels: the pictogram fits in a single silhouette. It lives first on t-shirts, and red is the first colour of the range, the red of the Spanish toro t-shirt everyone has come across at least once.

Brand ambassador

A launch card, three faces, one per colour: Bob Marley in red, Brigitte Bardot in blue, Dalí in yellow. Three faces that need no caption, exactly what a t-shirt needs. And three words, one per face: cool, sexy, crazy. The whole brand fits in that trio.