Mica Micromobility branding
Mica is a brand concept that focuses on offering micromobility solutions such as electric scooters and monocycles to the younger generation.
The project was carried out as part of a master's thesis entitled: Micromobility as a way for the post-milenial generation to express themselves. In this thesis, I focused on the correlation between the needs and expectations of the post-milenial generation and the growing interest in small electric vehicles as a means of transportation in large cities. I wanted to deeply understand the problems and preferences of young consumers, taking into account their aspirations and uniqueness. The answer to the topic is the concept of a micro-vehicle brand that not only stands out in terms of aesthetics and functionality, but also responds to users' expectations.
The name Mika comes from the colloquial term “myk,” “to myk” - which means fast movement and can be associated with expression. The slogan of the brand is: Small vehicles, great expression. It refers to the brand's philosophy and reflects its goal, such as encouraging young people to express their individual style and promoting a sustainable and environmentally friendly way of moving.
The scope of work included brand concepts and strategies, micro-vehicle designs (an electric scooter and a monocycle), a vehicle personalization solution (from color changes to additional accessories) and visual identity.