Grover is growing. Fast. In 5 years, we’ve gone from a small startup based in a Berlin apartment to a 160-person scaleup offering flexible tech rental across Germany, Austria and The Netherlands.

And we’re just getting started. 

This year, we’re expanding into several new European countries and launching even more innovative ways for people to access tech. 

So, as Grover keeps growing, we need a strong brand identity to back up our ambitions. A brand that connects with people online, offline and everywhere in between.


WE’RE ON A MISSION

Access over ownership is a growing global movement. And Grover can be the spearhead of that movement – a leader in the field. To keep us focused on what’s most important, we’re guided by a new vision and mission:

Our vision

For more people to get the best out of life. 

Our mission

We create the most innovative ways for everyone to get the tech they want.


PAINTING THE TOWN (TORCH) RED

Notice all the red? 

Of course you did – that’s why we chose it. 

Red never blends into the background. Our primary ‘torch red’ color demands attention, bursts with energy and is associated with positivity and confidence. Our complementary colors – clear blue, citron yellow and mint green – bring another layer of freshness to the brand.

 

 

OUR LOGO GETS A GLOW-UP

Our Grover icon represents the circular economy that we’re so proud to be part of. For the rebrand, we refreshed it with a solid wash of our signature ‘torch red’ color, then created our own custom Grover font for the logotype. We streamlined it to be easy on the eye, using the icon’s circle as a guide. The ‘G’ in Grover is now the perfect size to fit neatly inside the icon’s circle, with the letters ‘r’ and ‘e’ tailored to follow its curves.

 

 

A BRAND CLAIM THAT PACKS A PUNCH

With our ambitious goals, we need a strong brand claim. It’s an articulation of what we stand for and why people want to have us in their lives.

TOMORROW’S TECH LETS US ACHIEVE EXTRAORDINARY THINGS. TO EXPERIENCE DEEPER, WORK SMARTER, PLAY HARDER AND LIVE BETTER. OUR NEW BRAND WILL HELP US CONNECT WITH MORE AND MORE PEOPLE ACROSS THE GLOBE – GIVING THEM A SIMPLER, SMARTER AND MORE SUSTAINABLE WAY TO GET THE TECH THEY WANT.
Tom Berger – Head of Brand, Grover

 

 

WE’RE READY. LET’S GO. 

Our new brand is just the first step – Grover has huge ambitions. We’re getting ready to launch across more of Europe and beyond, we’ve got innovative new products in the pipeline, and you’ll soon see a major brand campaign on your screens – and the streets. Until then, you can see the bold new brand in action at GROVER.COM