When we first met Mike and Dev, Kwetta was called Red Phase. They were an EV charging company still in start-up mode but quickly growing and looking to new markets in Australia and Europe. They had run into issues in terms of being able to own the name Red Phase in these new markets and were looking for some help renaming their company. We were really excited to partner with Red Phase and quickly immersed ourselves in the company, visiting their HQ, meeting the people and starting to build an audit and shape a strategy.

One of the first things you’ll realise after meeting the team is they are highly energetic and motivated which is fitting for a company that charges EVs. Intuitively we knew this idea of big energy would be core to the brand and starting there we began the search for a name that captured this energy, that was unique, that was suitable for an international market and most of all that the team would adopt and embrace like they had Red Phase. Replacing a beloved name is no easy task and we knew we couldn’t just pull a name out of the hat like a magic trick. To really take, we felt this needed to be collaborative and co-owned. We dived into a few naming workshops and together we discovered the name Quetta which is the highest prefix for energy in the International System of Units. With a little customisation, Kwetta was born.

With a name locked in, the identity followed. Using our same process of immersion, discovery and definition, we began exploring and expanding on this idea of big energy. Kwetta is largely built up by a team of electrical engineers who value directness and simplicity as well as structure and reliability. We layered these values into our thinking and the result was a simple, direct and modular design system that still feels modern and dynamic and provides a framework to dial the energy up and down as needed.