Challenge
Our world today is characterized by uncertainty and constant change. To be successful in such an environment, for brands it is necessary to continuously evolve. This applies even to the world’s most iconic brands such as the “Hyper-Luxury” automotive brand BUGATTI.
How can such a well-known and strong brand continue to evolve? As part of the answer to these questions, BUGATTI expanded its product portfolio and invested further in technological innovation. To ensure that the BUGATTI brand continued to fit this evolution, the time was ripe to adapt the brand strategy and experiences to this new direction and ambition.
How can such a well-known and strong brand continue to evolve? As part of the answer to these questions, BUGATTI expanded its product portfolio and invested further in technological innovation. To ensure that the BUGATTI brand continued to fit this evolution, the time was ripe to adapt the brand strategy and experiences to this new direction and ambition.
What we did
Ettore Bugatti once summed up the essence of the brand as, “If comparable, it is no longer BUGATTI.” How can one reposition a brand whose claim is to be incomparable?
The answer lies in a clearly defined strategic foundation and a precisely formulated Brand Feel, the foundation for the visual brand identity. The new identity reflects BUGATTI’s ambition to evolve from a Hyper-Luxury automotive brand to a holistic, avant-garde French luxury brand. It extends from the new color palette, the introduction of the new luminous Bugatti Blue, which refers to the origins in French motorsport, a bespoke typeface inspired by elements of BUGATTI’s heritage and engineering spirit, new concepts for photography, illustration and motion, using chiaroscuro and abstraction, the optimized wordmark, the simplified EB monogram, all the way to a new and central role for the iconic “Macaron” – the jewel that adorns the vehicles.
The answer lies in a clearly defined strategic foundation and a precisely formulated Brand Feel, the foundation for the visual brand identity. The new identity reflects BUGATTI’s ambition to evolve from a Hyper-Luxury automotive brand to a holistic, avant-garde French luxury brand. It extends from the new color palette, the introduction of the new luminous Bugatti Blue, which refers to the origins in French motorsport, a bespoke typeface inspired by elements of BUGATTI’s heritage and engineering spirit, new concepts for photography, illustration and motion, using chiaroscuro and abstraction, the optimized wordmark, the simplified EB monogram, all the way to a new and central role for the iconic “Macaron” – the jewel that adorns the vehicles.
IDENTITY, STRATEGY
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