Cazoo, the online car search platform, has unveiled a striking new positioning and brand identity to reflect its recently relaunched business model. Following its acquisition by MOTORS in June 2024, the brand appointed creative agency Fold7 to aid its transformation by solidifying Cazoo as the go-to platform for effortless used-car searching.

Developed with Fold7’s brand consultancy, Fold7Design, this is the first work to launch from the partnership. Cazoo’s new positioning establishes the brand as ‘you’ experts, challenging a market where transactional selling leaves consumers feeling like they need to be car experts to avoid used-car buying pitfalls.

The brand’s focus on consumer needs through an intuitive experience highlights Cazoo’s commitment to simplifying the car-buying journey. Cutting through industry jargon and information overload. Reinforced by features like the lifestyle search filters built into to help buyers find a car that truly fits their way of life.

The redesign builds upon Cazoo’s established brand equity while introducing elements that reflect its evolution. The logo has been redrawn to better craft and refine its aesthetic while the brand’s colour palette has been amplified to better suit the opportunities of screen-based touchpoints. A new central icon cleverly fuses the brand’s car profile ‘A’ with a magnifying glass — the universal icon for search — highlighting Cazoo’s transition to a consumer-first search experience.

A distinctive collage-style visual mechanic showcasing real users and their lifestyles, fortifies the brand’s role in finding the perfect car for individual needs. Authentic photography similarly shifts the focus from cars to drivers, capturing real-life moments that highlight both everyday use and adventurous journeys. A bespoke typeface and suite of semi-illustrative icons reinforce the brand’s fresh and friendly personality.

For the first time, Cazoo has also brought its brand to life through motion, creating dynamic visual assets that enhance digital touchpoints and advertising. This motion-led approach ensures Cazoo’s presence is as engaging as it is impactful across all platforms.

Cazoo’s new brand identity goes live on 2nd April across all digital and physical touchpoints, initiating a new era for the used-car marketplace. A consumer relaunch of the brand, developed by Fold7, will take place later this year.