FirstElement Fuel partnered with the State of California, Honda and Toyota to create the country’s largest network of hydrogen fuel cell charging stations beginning with California. Because this would be the first consumer touchpoint – and because some consumers have fear about the safety of hydrogen – it was important to create a name that was approachable, solid and also reminded consumers of the greater positive impact that choosing hydrogen would have on the environment.
On track to be the nation’s largest network of charging stations, this name has the power to change the way Americans feel about hydrogen. With competitors focusing on including “H2” in the name, we veered from the cold, descriptive pathway to create True Zero, a bold, optimistic and fresh name which focuses less on hydrogen and more on the impact users will have on the environment when using it.