How Bruno matured Ornikar’s identity from disruptor to trusted companion

When Ornikar first launched, it was the scrappy challenger taking on France’s traditional driving schools with a simple promise: digital, accessible, affordable. A decade later, the company has travelled considerably further. Its offer now extends from driving lessons to insurance and other services, supporting over five million people as they navigate their first steps into adult life. The brand had outgrown its beginnings, but its image hadn’t quite caught up – it still looked like the discount option, the cheap disruptor that got your teenager through their test. Paris-based branding agency Bruno was tasked with solving a particular tension. How do you shed the perception of being cut-price whilst still appealing to the young drivers who made you successful? And crucially, how do you build credibility with parents who are ultimately signing off on the decision? The answer lay in constructing something that speaks to both audiences simultaneously, without diluting the message for either. The rebrand doesn’t abandon Ornikar’s heritage. Its signature purple and yellow remain, though both have evolved considerably. The previous colours were too loud, overused, overly bright and too contrasting – effective for grabbing attention in a crowded market, less so for building long-term trust. The purple now leans more towards an eggplant tone, with more red added to shift it away from blue. “We toned down the purple, adding more red to make it closer to an eggplant tone rather than a blue one,” Creative Director Pierre Jeannelle explains. The fluorescent yellow has been kept for promotional use, ensuring the brand remains visible in a competitive landscape, whilst a full palette was built around this refined range. The result feels more sophisticated without losing its distinctive quality.