The fuel of the future

Zero is a synthetic fuel made from air: the antidote to fossil-based propulsion. A carbon-neutral fuel that drops into existing combustion engines with the same performance and range, it can evolve fossil-heavy industries like aviation, where electric and hydrogen solutions are simply not viable. It is science that makes saving the planet come naturally.

We turned a motif into a movement, with the momentum to change the way the planet moves. Zero partnered with AKQA to inject a positive, empowering essence into the brand’s engine: retooling its name into an action that unlocks new opportunities, and building a digital destination that gives the future a calling card.

Go Zero. Do More. is an energising promise. Whether you drive, cruise or fly Zero, you do so with an impact that is zero on the planet, and 100 for you.

AKQA created a digital-first identity and bespoke design system inspired by the typographic forms of the Zero wordmark, with a library of simple, versatile components designed for forward energy and intuitive use. The circular motif becomes both a glass portal and a navigational compass, balancing fluid style with minimal interfaces for a futuristic elegance.

The tone of voice reimagines the narrative of clean energy: crisp, thought-provoking copy that balances gravitas with clever optimism, challenging conventional mindsets and positioning Zero as a pioneer where innovation meets responsibility.

Created in tandem with the identity, AKQA built a web platform for a fledgling organisation with a bold vision: a composable MACH stack that scales with new services, international audiences, press and e-commerce. Managed through Contentful, Vercel and HubSpot, its component catalogue lets new pages and navigation be built without further development, putting the power in the client’s hands.

The identity journeyed from screen to space, inspiring the design of Plant Zero.1: the first technology centre and production facility of its kind, making synthetic gasoline, diesel and jet fuel, 100% fossil-free, from air and water. The branding meets founder Paddy Lowe’s Formula 1 heritage in a singular vision of scientific adventure and engineering precision.