BORDRIN

Brand Identity
Agency: FITCH Design

Bordrin is a new Chinese electric car brand set to transform the automotive industry in China and internationally.

Taking inspiration from Bordrin’s confident but relatable brand personality, we created a bold but still approachable visual identity. A unique 53° angle from the symbol was paired with an ambient gradient to create compelling contrasts across various touch points. The future-inspired visual identity system was developed to communicate the brand’s Engineering D.N.A. and its core values of being Reliable, Forward-Thinking, and Fun.

The visual identity was first showcased in early April 2019 during a Brand Night event, and Bordrin made its first public appearance at Auto Shanghai 2019 later that month.