We were leaders in the car industry but now we sound like leaders.
Laurens Van Der AckerSenior Vice President, Corporate Design
Passion for Life
Connected to People & Forward Looking
An iconic brand in the automotive industry, Renault repositioned its brand from product-directed to lifestyle-oriented.
The new brand strategy focused on 3 core values:
Connection to People
The new tagline: Passion for Life.
New Brand Strategy :
In the automotive industry, people are rarely put at the heart of the subject.
Benchmark showed that the category defaulted to metallic sounds, sounds of the car and its engine. Renault defined a new audio vocabulary that set the brand apart.
Sonic branding across all segments within the group:
Renault Sport & Renault Pro
Succeeded in improving perception of the brand in people 35 and under:
65% more modern
65% more enthusiastic
65% more unique
65% more momentum
Laurens Van den Acker – Senior Vice President, Corporate Design
Karl Saffre – Global Brand Identity Design Director
Michael Boumendil – President & Chief Creative Director
Laurent Cochini – Managing Director
Delphine Guérin – Project Director & New Business
Julien Goris, Vincent Turbé – Art Directors
Eric Caissy, Ianis Mauraisin, Hugo Letexier, Romain Debrie, Marion Combes, Pierre Moreau – Designers