[CS0088] MINI: Redefining an iconic brand for the electric era.
CHALLENGE
In line with MINI's 5-year strategic plan, change their public perception from being a combustion engine car manufacturer to a contemporary, electric-era lifestyle brand.
UNORTHODOX APPROACH
Collaborating with MINI's think-and-do tank, we analysed the brand's heritage, leading us to focus on five principles that would inform their shift in brand attitude and new positioning.
"Refreshing the visual identity, we created a new logo for the John Cooper Works model that now features on all its sports vehicles."
CRAFT AND COLLABORATION
To drive product differentiation we leveraged the relative principles that would inform a distinct positioning, and through multi-layered brand personalities we built rich visual worlds that captured the modern mindset and the heart of urban living.
RELEVANCY
By unearthing the truths rooted in the brand's DNA and rewriting them for a modern world, we reinvented an iconic brand to sit at the forefront of the new, electric era.
