Tern

Practical electric trucking solutions for the future.

In the global race to decarbonization, the U.S. government has been implementing measures and incentives to promote the adoption of electric vehicles. Consequently, the electric truck market is experiencing an influx of players and options, with an expected CAGR of 54% out to 2030.

But with growth comes challenges. Drivers are skeptical about range and reliability; fleet managers are overwhelmed with yet to be proven offerings and addressing their drivers’ needs; manufacturers are grappling with production challenges and product market fit.

TERN is a start-up truck brand hyper-focused on practical applications and prioritizing the needs of drivers to get the job done. Play&Co helped Tern develop a holistic brand, product, in-person experience and digital activation from inception to launch in under a year.

Scope

Brand Identity
Art Direction
Industrial Design
3D Visualization
Prototyping
Content
Brand Activation

Tern

Practical electric trucking solutions for the future.

Read More Close

In the global race to decarbonization, the U.S. government has been implementing measures and incentives to promote the adoption of electric vehicles. Consequently, the electric truck market is experiencing an influx of players and options, with an expected CAGR of 54% out to 2030.  

But with growth comes challenges. Drivers are skeptical about range and reliability; fleet managers are overwhelmed with yet to be proven offerings and addressing their drivers’ needs; manufacturers are grappling with production challenges and product market fit.  

TERN is a start-up truck brand hyper-focused on practical applications and prioritizing the needs of drivers to get the job done. Play&Co helped Tern develop a holistic brand, product, in-person experience and digital activation from inception to launch in under a year.

Scope

Brand Identity
Art Direction
Industrial Design
3D Visualization
Prototyping
Content
Brand Activation

Tern

Practical electric trucking solutions for the future.

Tern’s debut regional hauler utilizes Hino’s XL8 Class 8 platform. Our primary challenge was to reimagine the grille to embody Tern’s new brand essence, harmonizing with the vehicle’s existing architecture.

TERN RC8 grille CAD engineering and design development

TERN RC8 electric class 8 truck grille deconstructed component view

Maintaining a ‘digital twin’ of the entire vehicle assembly from the start allowed our team to design, visualize, and develop quickly. This approach helped us meet tight production deadlines while producing a functioning 3D printed grille for surface release.

TERN debuted the RC8 at the Advanced Clean Transportation Expo in "Tern Village," a space designed to foster connection and conversation. The open layout featured a digital display wall for keynotes and immersive content, alongside a two-story structure with product displays, a coffee bar, and meeting areas.