Rijschool De Mug

A new branding + website for Rijschool De Mug

Branding
Webdesign
Copywriting

Rijschool De Mug is the familiar face in Haarlem. Dozens of cars, motorcycles and scooters drive through the city every day. Again and again a great advertisement for the though training and fun driving lessons of Rijschool De Mug.

The story behind the choice of name De Mug

Finding your niche in a new market is a familiar challenge for start-ups. The pandemic gave forced time to re-think this. Together with Rijschool De Mug, we therefore returned to the drawing board. Why the name De Mug? Do the core values match the name and why the connection of the name choice we asked Mark as a question.

“Today, August 20th, is World Mosquito Day and if you are from Haarlem, you know it: our little people are also called ‘Mosquitoes’. Although those are nasty beasts, we wear that name with pride. The nickname ‘Mug’ refers to ‘mosquito sifters’ and ‘petties,’ but there are more facts about the origin of our nickname. I’m happy to share these with you Basma!

”The nickname ‘Mug’ was used for a Haarlemmer as early as the fifteenth century. One suspects that this has to do with the simple fact during that time there were many mosquitoes in our town, an excellent breeding ground for mosquitoes.
Mark Stapel – Owner Rijschool De Mug

Our challenge

We held an extensive brainstorming session, designing a mosquito on a motorcycle through the historical stories of the city of Haarlem and De Mug. Together we ensured that the communication from De Mug matched the company’s new identity. The cool and exceptionally informative character of De Mug was an important part of the design process. The brand personality had to be translated into the right color scheme for the entire design. The vibrant colors of worldly insects as well as the organic elements of the concept guided the right design choice.

Web design with low barriers

Emphasising trust was the main goal in website design. After all, people are prone to feel a sense of distrust when it comes to getting a driver license. This had to be avoided. In addition, it was explicitly ensured that contacting De Mug, was not a barrier for new website visitors. De Mug style elements recur throughout the website to know exactly what are the interests of potential customers. We developed personas, which will allow us to match content average website visitors to avoid making mistakes in the entire development of De Mug’s website.