Far more than a driving school.

Ornikar first emerged as the challenger brand taking on traditional driving schools: digital, accessible, affordable. Ten years on, the company has travelled far. Its offer has expanded from driving to insurance and other services, supporting more than five million people as they take their first steps into adult life with confidence.

The ambition behind the rebrand was clear: to leave behind the image of a “cheap disruptor” and build a brand that is credible, structured and reassuring to parents, while continuing to appeal to young drivers.

The new visual identity does not deny Ornikar’s heritage. Its signature purple-and-yellow palette has matured into more sophisticated tones, while the refined logo now evokes a key - a symbol of driving, insurance, and home life. The illustrative style draws on French graphic traditions and old lithography, nodding to familiar objects of everyday life, from family board games like Mille Bornes to the yeast packets of our grandparents’ kitchens. It anchors the brand firmly in the fabric of daily life.

At the heart of the creative approach lies user-generated content (UGC). By breaking away from the tropes of institutional advertising, this format lends the brand a voice that feels more human, more authentic, and more in tune with the present. Speaking to your audience is essential.

In parallel, the messaging has shifted from pure promotion to proof and legitimacy. Every communication now ties back to a tangible benefit, while the tone of voice flexes to suit its audience - steadier and more reassuring for some, livelier and more playful for others.

Today, Ornikar stands as the companion of an entire generation and their families, present not only on the road but in everyday life.