CASE STUDIES
Ashbee Energy Systems’ Brand Identity
- by Utkarsh Singh
4 Minute Read
CASE STUDIES
4 Minute Read The energy sector is the largest contributor of greenhouse gases, with a 75.6% share. Every day, we experience the effects of climate change and recognise the desperate need for a revolution in the power sector. Ashbee Energy Systems (AES), a subsidiary of four-decade-old Ashbee Systems Limited, took a bold step toward this cause with its Lithium-Ion Batteries (LIB).
Lithium-ion batteries are a sustainable, eco-friendly choice with a significantly smaller carbon footprint than fossil fuels and lead-acid batteries. They offer a range of advantages:
AES’s vision is to enable cleaner energy solutions for the Indian market. With flagship products such as Lithium-ion Laptop Batteries and Battery Energy Storage Systems (BESS), also built with Lithium-Ion Batteries, AES is playing a vital role in India’s clean energy revolution.
Mush Creative assisted Ashbee Energy Systems with the following:
Mush Creative was tasked with designing a fresh, clean, and minimalistic brand identity that not only stands out from competitors but also embodies the brand’s commitment to a futuristic and sustainable vision. Ashbee added, “The product is ours, and the canvas is yours; paint it as best as you can.”
The parent company, Ashbee Systems Limited, has been in the industry for over four decades. Their clientele spans the globe, with technology solutions like weigh-in-motion systems deployed at toll plazas and RFID Tags (under Omnia Technologies). The trust and reliability Ashbee Systems established reached companies such as Adani Infra, Tata Steel, Ambuja Cement, IRB Infrastructure, Reliance Infra, and countries including Germany, the UK, the USA, and France.
The name Ashbee became synonymous with reliability, dependability, and technology expertise. At Mush, we built on this legacy, united the trust of Ashbee and the focus of the Energy sector, and coined the name ‘Ashbee Energy Systems’. The name ensured an immediate impact—a hallmark of effective branding.
Both AES products are based on Lithium-Ion Batteries. So, we drew inspiration from the fundamental workings of the ion for the brand’s logo. The design symbolises the generation of current through the movement of free electrons, with positive and negative signs integrated alongside a free electron to represent the flow of energy.
Since AES is set to power India’s green energy revolution, we chose neon green as the primary brand colour—a visual representation of a powered battery with a futuristic and eco-friendly essence. The typography is neutral yet energetic, signifying AES’s commitment to innovation and technical advancement.
The packaging design aimed to set Lithium-ion Laptop Batteries apart from the rest of the market. We opted for a clean, minimalistic design that reflected AES’s eco-conscious mission. Neon green accents aligned with the branding, and informative yet sleek layouts highlighted the product’s technical advantages. The packaging mirrors the brand’s high-tech, environmentally-friendly identity.
We were also responsible for designing and developing the brochure for Lithium-ion Laptop batteries. For this, we focused on creating a comprehensive yet engaging document that could both inform and captivate potential customers in the replacement market and OEMs. Including brand colours and futuristic typography, the layout emphasised and explained the technology’s benefits, reliability, and long-term cost savings. We also included visual elements like diagrams and data-driven infographics to simplify the technical content for a broad audience.
For AES, we also designed the company profile PPT to tell the story of Ashbee Energy Systems—its origin, mission, and vision for the future and the sustainable, cost-effective future of energy—Battery Energy Storage Systems (BESS). We crafted a narrative that emphasises AES’s role in reducing carbon footprints while delivering state-of-the-art energy solutions. The content focused on sustainability, innovation, and AES’s contribution to India’s evolving clean energy landscape.
For Ashbee Energy Systems, we thoughtfully chose it all—from the colours, icons, their placement, and space distribution to the words used—keeping in mind Ashbee Energy’s vision of revolutionising India’s Energy sector, through sustainable solutions. Our approach focused on creating a clear, crisp, and impactful copy that ensured the consumer could easily understand the products’ benefits and get a 360-degree picture of Ashbee, its functioning and how they could impact the customer’s journey.
