Inspired by America’s automotive past, IONNA is revolutionizing EV charging with a modern twist on retro service stations—bringing warmth, hospitality, and thoughtful design to the open road.
Recharging North America
A nostalgic EV charging network redefining convenience, comfort, and charm for electric vehicle drivers
Client
- IONNA
Office
- United States
In a world where all charging brands skew to either techno-cold or parking-lot-boring, designed for machines instead of the people who drive them, IONNA was created to reintroduce comfort and familiarity back into the open road. To build a modern service station where we’d check your oil, for free, with a welcoming smile... If EVs had oil.
Ricardo Stamatti
Chief Product Officer at IONNA
North America faces significant barriers to widespread EV adoption, including unreliable charging infrastructure and lack of accessibility. IONNA sought to accelerate the transition to electric vehicles by creating a charging network that prioritizes customer comfort, reliability, and ease of use—while standing out from competitors who focus solely on technical functionality.
Drawing inspiration from America’s nostalgic service station brands, IONNA aims to evoke familiarity and joy while addressing modern needs for EV drivers. The brand identity blends timeless optimism with thoughtful amenities to reintroduce comfort and trust into the EV charging experience.
VML partnered with IONNA to craft a unique brand identity that combines nostalgia with modernity. By incorporating retro design elements, welcoming canopies, and amenities like restrooms, food services, and retail operations, IONNA reimagines EV charging as an inviting, human-centered experience. Flagship stations deliver a premier experience showcasing the future of charging, while strategically located ‘Rechargeries’ make long-distance travel seamless.
- First charging locations broke ground in late 2024, with plans to scale drastically within the first year and expand into Canada later.
- Positioned IONNA as a standout brand in the EV charging category, combining functionality with charm and hospitality.
- Created a scalable network designed to connect metropolitan areas, major highways, and vacation routes across North America.
We wanted to launch IONNA - a charging network - that looks to the past experience of service stations that made us smile and earned our trust by wrapping the experience in warmth, hospitality, and thoughtful design and craft a brand identity with familiar comfort and timeless optimism.
Robb Smigielski
Chief Design Officer and Executive Lead of Brand Design at VML
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