Previously known as Solarpack, Zelestra offers a differentiated approach to decarbonization based on customer focus, tailored solutions, and multiple renewable energy technologies.
Created in partnership with Saffron Brand Consultants, the rebrand evolves from a centralised Spanish renewable developer to a customer-centric platform with business units across 13 countries.
Wednesday 26th June, London, UK – Zelestra (formerly Solarpack), a multi-technology, renewable energy company, has launched its new brand name, strategy and identity in partnership with Saffron Brand Consultants. The rebrand will support the company’s move from solar energy specialists to multi-energy partners, with its customers at the centre of the business.
Saffron worked with Zelestra to create a robust brand strategy, distinctive verbal and visual identities, and an Employee Value Proposition (EVP) to bring the brand to life both internally and externally. The rebrand reflects Zelestra’s purpose to make decarbonization a reality and leverages the brand’s 20 years of expertise in solar energy while strengthening its expansion across the US, Germany and India.
Zelestra has also undergone a deep cultural transformation, which is supported by the new brand strategy. The new Zelestra brand serves to solidify the business’ purpose, beliefs, and global growth strategy. The company has enforced its focus on meeting customer needs through co-created, tailored solutions that supply clean energy from multiple generation and
energy storage technologies, including solar, wind, battery energy storage and green hydrogen, to drive the energy transition.
Both the fluid gradients of Zelestra’s new visual identity and the sharp and curved edges of the logo represent its adaptability to clients. The dots comprise a grid system that provides structure, becoming visible when needed and invisible when not needed, but always present. As part of the rebrand, Saffron worked with Zelestra across four core areas:
- ● Brand Strategy: Despite the importance of being client-centric in the energy industry, brands aren’t actually talking to their clients. Zelestra is showing how they are changing this with a brand strategy that truly puts the client at the core of the brand through a purpose and brand promise that represent their strong commitment to making decarbonization a reality
- ● Naming: Encapsulating both speed and agility and born out of ‘celes’ meaning fast and ‘astra’ meaning stars, the new name perfectly encapsulates a new brand that consistently exceeds the limits
- ● Verbal Identity: To bring the brand to life and give it a distinct voice, Saffron developed personality traits for Zelestra that enable it to connect with audiences in a driven, inviting, and accessible manner, positioning the brand as the collaborative partner for its clients needs
- ● Employee Value Proposition (EVP): Brands are lived internally, with employees as the primary ambassadors. Zelestra’s EVP is designed to drive cultural transformation, emphasising the current transformative moment as an opportunity to build an
ambitious project. It highlights the quality and prestige of both Zelestra’s clients and its internal team as fundamental selling points
As part of this process, the new visual identity breaks from the sector’s conventional greens and blues, establishing a unique presence that symbolises the brand’s innovative and forward-thinking approach. This bold visual expression differentiates Zelestra from competitors and highlights its expanded capabilities in the multi-tech energy sector.
Leo Moreno, CEO of Zelestra, commented: “Our new brand represents a key step in the evolution of our company. It is fundamental for us to have a brand that not only supports the strategy of our business but also stands out in a sector as competitive as that of renewables. Differentiation is vital to remain relevant and competitive, and we are proud of our new brand that reflects the unique value we bring in advancing a carbon-free future for customers and our planet.”
Fernando Ortiz Ehmann, Global Principal at Saffron Brand Consultants, commented:
“What really sets Zelestra apart from its competitors is its commitment to a customer-centric mindset. Everything about the company breathes customer-centricity, from its value proposition and solutions to its culture and mindset. The new brand strongly confers this focus through its new name, visual and verbal identity.”
