Creating a brand
identity for Alfen
car charging stations


In order to increase recognition in the market and further enhance the brand's identity, Scope Design was asked by electric charging station specialist ICU Alfen to develop a new design language. The basis for this was laid with the Visual Brand Language tool from Scope. And this design language was immediately applied in the development of a new charger for home use: the Home Charger. Within this development, we have been smart about investing in parts, which are found in more products in this series of chargers. In this way a clearly recognisable and affordable product has been realised, and also a real eye-catcher.

design letter

ICU Alfen is a major player in the market for electric vehicle charging and has a wide product program for all market segments ; Home, Business, Parking and Public. In order to increase recognisability in the market and further enhance the brand's identity, Scope Design was asked to develop an unambiguous form language for the design.

VBL Tool

In order to collect as much information as possible about the brand character and the chargers of ICU Alfen as efficiently as possible, Scope Design has used the Visual Brand Language (VBL) tool. With the results of this tool, we were able to develop a consistent language for the design of different ICU Alfen products. This makes it possible to communicate as much as possible for the various electric charging stations, with a limited number of components.

Translation To concepts

We applied the new form language for design directly to the charger for home use: the Home Charger. We have focused on the components that also appear in other products in this collection. This makes every ICU product clearly recognisable, affordable and also a real eye-catcher! We have also added smart functionalities, such as the option to tilt the lid away from the plug.


The production techniques and parts that we have used give the Home Charger a high-quality feel. The design makes the ambition of ICU Alfen tangible!