Flower power.

LabBox, D'Ieteren's innovation centre asked us to develop, create, design, and brand D'Ieteren's Mobility-Sharing urban project. The kind of project that could change the face of smart cities such as Antwerp.


  • Transport,
  • Travel.


  • Naming,
  • Strategy,
  • Brand Design.
Poppy, car sharing, branding


Minale Design Strategy's approach was to move away from today's mainstream approach to car-sharing naming, for too explicit. Today, car sharing as a concept is understood. Not only for cars, but also as a various offer such as electric scooter, bike and scooter


Car sharing brands need to inspire, need to show what they stand for. This is what the brief became once Minale Design Strategy got involved, and created POPPY.


Poppies are red, vibrant, energetic, full of life. Poppies are movement.Poppies are light, translucent, solar and joyful. Poppies will hatch everywhere in the neighbourhood of tomorrow’s smart cities.

Why now ?

Mobility sharing is becoming mainstream. Apps are intimately connected to our everyday lives. Human-friendly technologies are transparent, ensuring access to the benefit of something you previously might have owned, rather than owning it itself.