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Wonderhood Design Unveils New Visual Identity for INEOS Automotive

Wonderhood Design Unveils New Visual Identity for INEOS Automotive

INEOS Automotive has launched a new visual identity repositioning the brand from purely automotive, to an adventure lifestyle brand. Created by Wonderhood Design, the new design aligns with INEOS Automotive’s new brand platform, ‘Built For More’ – a platform which focuses on the feeling of possibility drivers get when they sit behind the wheel, and the opportunities it opens mentally and physically.

INEOS Automotive was founded in 2022 by Sir Jim Ratcliffe, who identified a gap in the market for a 4X4 that combined best-in-class off-road capability with modern on-road driving refinement. This deliberately went against broader SUV trends towards a more sedated and luxurious driving experience by launching a vehicle that was made for people who want to immerse themselves fully in the physical feeling of driving an authentic 4X4.

Alongside the global brand campaign created by Wonderhood Studios and launched earlier this year, Wonderhood Design collaborated with INEOS Automotive to create a new visual identity – from photography to typeface and tone of voice – that aligns with the brand’s latest strategy and is fit for cut-through amongst our sea-of-same, yet established, competitor set.

Much like INEOS Automotive’s vehicles, Wonderhood Design has carefully created a design system which perfectly demonstrates the precision engineering and the more visceral and emotive feeling the drive unlocks for all drivers.

This approach sits at the heart of the new visual identity and extends throughout the redesign. The INEOS Automotive logo is brought to life through motion informed by off-road terrain and a custom typeface. Created with Canadian Foundry Pangram Pangram, it is suitably called ‘Formula 4X4’ The bold, impactful typeface is inspired and informed by the machined, embossed and round-edged details of the vehicle, in particular the embossed logo on the bonnet. ‘Formula 4×4’ also includes stylistic alternatives and bespoke glyphs that relate to the precision detailing of the vehicle.

A custom set of icons and badges have also been produced to visually express the vehicle’s product features and capabilities, used across the global brand, from technical information on brochures and the website, to advertising. All motion principles look to bring to life the Grenadier’s meticulous engineering and immersive driving experience.

CREDIT

  • Agency/Creative: Wonderhood Design
  • Article Title: Wonderhood Design Unveils New Visual Identity for INEOS Automotive
  • Organisation/Entity: Agency
  • Project Type: Identity
  • Project Status: Published
  • Agency/Creative Country: United Kingdom
  • Agency/Creative City: London
  • Market Region: Global
  • Project Deliverables: Brand Identity
  • Industry: Transport
  • Keywords: Automotive, identity

  • Credits:
    Co-Founder and Head of Design: Simon Elvins
    Co-Founder and Creative & Design Operations Director:: Roy Barker
    Senior Designer: Marcos Almeida
    Senior Designer: Tom Sullivan
    Motion Designer: Tom Pounder
    Motion Designer: Rocco Natale
    Motion Designer: Ed Essex
    Strategy Director: Joe Harris
    Senior Strategist: Tara Ellis
    Account Director: Millie Watson
    Type Foundry: Pangram Pangram
    Photographer: Maria Lax via Art Practice & Subset
    Retouching: Dark Room Digital
    Producer: Hannah King
    Delivery: The Cooperage

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