Case study · Automotive / Brand
MEV — Mango Electric Vehicles. Building Bangladesh's first homegrown EV brand — built to export.
A full brand system for Bangladesh's first homegrown electric-vehicle marque — name, identity, model architecture, and a launch platform engineered to scale from Dhaka roads to export markets.
The challenge
Bangladesh had never had a homegrown passenger-vehicle brand — and "made in Bangladesh" carried a perception problem: capable of garments and assembly, but not premium, export-grade machines.
Mango Teleservices wanted to enter mobility from zero. The job wasn't a campaign — it was an entire marque: a name, a face, a model architecture, and a launch presence credible enough to stand beside global EV brands while staying unmistakably Bangladeshi.
The strategy
A name with roots
Mango — the national fruit — became the origin story. MEV (Mango Electric Vehicles) wears its Bangladeshi heritage with pride while staying short, globally pronounceable, and export-ready on any badge.
A model architecture that scales
One naming system spanning the whole range: SURGE for passenger (Z electric, H hybrid), ATLAS and DELTA for heavy-duty, CURRENT for commercial. From a premium SUV to a 20-tonne dump truck, the lineup reads as one family.
Premium, not provincial
A confident design language — Volt black and Mango orange, Glacial Indifference display type, and a monospace spec voice — built to look export-grade against any global marque, not like a local first attempt.
The execution
Identity & logo system
An interlocking 'M' monogram and wordmark, a disciplined color hierarchy, and a typographic system that holds up from a phone screen to a showroom wall.
Model naming & sub-brand architecture
SURGE Z, SURGE H, ATLAS, DELTA, CURRENT 4.5T and CURRENT 8T BEV — a structured nomenclature that lets MEV add vehicles for years without the range fragmenting.
Launch & reservation platform
A cinematic single-page launch site — hero film, animated spec storytelling, full technical sheet, and a reservation funnel that turns interest into named leads before a single unit ships.
Product & campaign direction
Art direction for vehicle photography, the interior showcase, and the spec-led narrative — a visual toolkit that carries from the flagship SURGE Z down to the commercial fleet.
Creative gallery
The flagship — SURGE Z
SURGE Z · Premium Electric SUV
Pure side profile
Cabin from above
402 km CLTC range
Inside the cabin
Comfort
Panoramic sunroof
Connected controls
The full range
SURGE H · Hybrid
ATLAS · Heavy-duty cargo
DELTA · 20-tonne dump truck
CURRENT 4.5T · Light-duty
CURRENT 8T · All-electric truck
SURGE Z · Flagship
The brand in use
Out-of-home · SURGE Z
Fleet & vehicle livery
Digital & web
Team apparel
Stationery system
Merchandise
The results
MEV launched as Bangladesh's first homegrown EV marque — a complete brand and product family, from a premium electric SUV to a full commercial fleet, with an identity engineered to travel beyond home borders.
TWC didn't just design a logo — they built us a brand the country could be proud of, and one that holds its own against global names. They gave Bangladeshi engineering a face worth exporting.
What's next
- 01Localized brand and badge variants for priority export markets.
- 02Dealer and showroom retail-experience design system.
- 03Owner-app and connected-vehicle brand extension.
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