Shaping a Brand Voice for the Next-Gen Riders
Need
A brand in the sporty scooter segment partnered with Blue Caterpillars to refine its voice and creative direction. While the scooter was positioned around “exciting exploration,” it hadn’t yet built emotional traction with its young, high-energy audience. The task was to evaluate communication routes that could better reflect evolving rider mindsets and bring sharper meaning to the brand’s bold, high-energy personality.
Approach
We conducted focus group discussions across two key markets with young riders and intenders aged 22-30, from NCCS A and B.
Participants interacted with multiple creative narratives, discussing what felt relatable, inspiring, or off-mark. The sessions surfaced spontaneous reactions, subtle hesitations, and moments of connection all of which helped assess how well each route aligned with real rider behavior and aspiration.
Outcome
We discovered that the transformation led route, while imaginative, felt distant and overly stylized, it didn’t reflect how young riders actually experience the road. The product got lost in the metaphor. We have also found that the experience-led route clicked more naturally. It brought alive the everyday thrill of riding while staying grounded in relatable situations. Riders saw themselves in it making it easier to connect with the brand’s promise.
Based on these insights, Blue Caterpillars recommended “The Feeling” as the lead narrative one that feels real, emotionally resonant, and true to how this generation of riders moves through the world.
