Enel X Way Brand Guidelines: Enel’s E-Mobility Arm, From JuiceBox to Absorption

A utility division, a race circuit and a Californian start-up.

Enel X Way was the electric-mobility company of Enel, the Italian utility, and it came out of a division called Enel X. Italian Wikipedia says Enel X was founded on 5 June 2017, first under the name e-Solutions, to take over the group’s newer digital energy businesses for companies, households and public bodies. Its main office is in Rome, English Wikipedia says.

Charging was part of the plan from the start. On 9 November 2017, at an event called e-Mobility Revolution held at the Vallelunga racing circuit, Enel X first announced a national plan to install public charging stations across Italy, Italian Wikipedia says. A year later, in September 2018, a second edition of the event at the same circuit presented a new family of products under the name “Juice” and reported progress on the Italian roll-out.

The Juice name came partly from California. In 2018, after Enel X rebranded the American energy-services firm EnerNOC under its own name, it also bought eMotorWerks, English Wikipedia says. That company had been founded in 2010 by Val Miftakhov in San Carlos, California. It began by building conversion kits that turned ordinary cars into electric ones, and its home charger, the JuiceBox, started out as a do-it-yourself kit funded through a Kickstarter campaign in 2013.

Italian Wikipedia records how far that naming went. In January 2020 Enel X presented JuiceAbility, a device for charging electric wheelchairs from car charging points, alongside the JuiceBox, the JuicePump and the JuiceLamp mini, and showed them at the Consumer Electronics Show in Las Vegas that month.

A global business line, launched in 2022.

In 2022 Enel gave its charging business a name of its own. The Driven reported on 29 June 2022 that Enel had restructured its global electric-mobility business line, until then called Enel X e-Mobility, into Enel X Way, and was launching it that week as a business focused on charging infrastructure. At launch, the site said, Enel X Way was active in 17 countries in North and South America, Europe and Asia, and managed more than 320,000 public and private charging ports, directly or through roaming agreements.

Its chief executive, Elisabetta Ripa, told the site that “Enel X Way was created to accelerate a sustainable transportation future for all.” The same report put the North American arm at more than 110,000 charging stations deployed, with plans to add more commercial chargers, and noted that the JuiceBox had been named “Best EV Charger Overall for 2022” by CNET and Car and Driver.

The company name kept the Enel X prefix, while the products carried Juice names. Italian Wikipedia’s account of Enel X adds that the group signed electric-mobility agreements with carmakers including FCA in June 2019 and Hyundai in October 2019, under which Hyundai offered charging at Enel X public stations; it lists Audi, PSA and Smart among other partners.

Inside Italy the network kept growing. MF-Milano Finanza reported in June 2026 that Enel’s charging network had more than 26,000 points installed across the country, which it put at over a third of the Italian total, with a share of recent stations funded through the national recovery plan.

How charger makers present themselves.

Makers of electric-vehicle chargers sell a box that most people only notice when they need it. Their pictures therefore tend to put the hardware where it lives: a wallbox on a garage wall beside a parked car, a row of rapid chargers under a canopy at a motorway service area, a cable plugged into a car at dusk with the screen lit. The setting tells the buyer which kind of charging the company means, from overnight at home to a short stop on a long trip.

The second set of images is about the system rather than the plug. App screens show a charging session, a schedule or a fleet of chargers on a map, and diagrams show how power cabinets, posts and software connect. For makers that sell mainly to charging operators, depots and retailers, these pictures often matter more than the car, because the customer is buying a network that has to be installed, monitored and serviced.

Factories are the third theme. Many charger makers show their own production lines, with cabinets moving between stations, technicians testing power electronics and finished units waiting to be shipped, as a way of making engineering visible. Trade fairs play a similar part: events such as Power2Drive in Munich and the international EVS electric-vehicle symposium are where new chargers are unveiled, photographed and compared.

Many of these chargers spend their working lives in someone else’s colours. A rapid charger may carry the livery of the operator, the supermarket or the fuel company whose forecourt it stands on, so a maker’s identity often rests on form: the shape of the cabinet, the placement of screen and cable holders, and a name that may appear only in small type. Reading these brands means looking at the hardware as closely as at the logo.

North America closed in 2024; the company folded back into Enel X in 2025.

The North American business did not last. On 2 October 2024 Drive Tesla Canada reported that Enel X Way North America had announced the closure of its operations in Canada and the United States. English Wikipedia dates the end of the business, run by the subsidiary Enel X Way USA, to 11 October 2024, with a specialist outside firm appointed to handle the wind-down and communication with customers. According to Drive Tesla Canada, the company said JuiceBox units would still be able to charge cars, but the associated software services would be discontinued, the app removed from app stores and customer service ended; commercial stations were expected to stop working without software support. The company said it would concentrate on bundled offers that pair home charging with electricity supply, and on public charging in markets where it sells electricity.

English Wikipedia adds that in November 2024 the Enel X Way USA charging network was entrusted to VoltiE Group to keep JuiceBox devices operating.

Then the company itself was folded back in. MF-Milano Finanza reported on 10 June 2026 that in 2025 Enel X had absorbed Enel X Way, the company to which the group’s e-mobility businesses in Italy and abroad had been transferred. In June 2026, the paper said, an extraordinary meeting of Enel Energia approved a partial demerger of Enel X that moves its Mobility Services Provider branch, meaning the charging services sold to end customers rather than the physical network, into Enel Energia, so that electricity, gas, fibre and charging can be sold from one place. Enel X Way no longer exists as a separate company. Its old website now forwards to Enel’s own electric-mobility pages, which carry the Enel name and an app called Enel On Your Way.

For a design guide, Enel X Way shows how a charging brand built inside a utility can be renamed, spun out and folded back in within a few years, while product names like JuiceBox travel further than the company name. Compare Pod Point, another charger brand owned by a utility group, and EVBox, which Engie bought and later wound down. For this guide we use a deep petrol, a dusk coral and a pale mist with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Enel X Way’s identity on hand — save it to a board in the Made Good inspiration library.