Sobry
Electricity, at the right time.
Sobry supplies electricity at a dynamic price. Prices move every hour, offers are written to be unreadable, and most people end up reacting to their bill instead of deciding anything.
Brand Appart built the brand from a blank page and carried it all the way into the product: brand DNA, visual identity, design system, mobile app, web app, website and investor deck.
The challenge
A market nobody can read
Hourly pricing is a real advantage and a real barrier. If the offer isn't readable in seconds, the advantage never registers.
Trust comes before comprehension
Energy suppliers are judged on suspicion, not on features. The brand had to feel reassuring before it explained anything.
Look nothing like the incumbents
Competitors split between corporate blue and cartoon mascots. Sobry needed a territory that was warm, human and clearly its own.
Brand Strategy
Not a cheaper offer. A better moment.
We reframed the promise. Sobry doesn't sell a lower price. It sells the right moment to consume. That shift moved the brand off a price argument any competitor can copy overnight, and onto a coaching role users come back to every day.
Positioning, narrative and tone were fixed before a single screen was drawn: pedagogical without being condescending, warm without being naive, and readable by households and small businesses alike.
Brand Identity
Concentric waves, warm light.
Three creative directions were presented. The one that won builds the system on concentric waves: electricity spreading through a home, a bakery, a workshop. No mascot, because the category was already full of them.
The palette was pulled back to a short, warm set that reads human and technical at once. One illustration system covers households and small businesses, so the B2C and B2B offers run on the same brand instead of two.
Deliverable
One brand, shipped across every surface.
We clarified the promise, structured the system and shipped it end to end: brand identity and design system, the mobile app (onboarding, home, statistics, coaching, notifications, billing), its web app counterpart, the conversion-ready website with simulator and subscription funnel, and the investor pitch deck.
Nine months, one Brand Appart team, from brand DNA to production-ready screens, then modular improvements released sprint after sprint as the product grew.
Result
Sobry doesn't try to beat the market.
Sobry gives control back, turning price volatility into a simple routine and uncertainty into informed decisions.
The brand launched with B2C and B2B offers running on one system, and kept extending it feature after feature without a redesign. The design system absorbed the growth instead of blocking it.
KPIS
- 9 monthsFrom brand DNA to shipped product
- 3Platforms designed (app, web app, website)
- 80+Design deliverables shipped
Testimonial
We didn't want to look like anyone else in the energy market. Brand Appart understood that from day one. They worked with us to define the real DNA of the brand not just a visual identity, but a consistent thread across every touchpoint. The result is a warm, distinctive identity that our customers feel immediately. They know they're dealing with something different. What I value most is their ability to push back when needed, and to keep us focused on what matters. A sharp, reliable team. Efficient, professional, and simple exactly what a startup needs.
