STRATEGY

We begin the diagnostic process with in-depth interviews with company executives, end consumers, and dealers, along with market and competitor analysis.

Upon further exploration of our findings, we identified aspects that stood out as strong differentiators for Peugeot throughout its 200-year history:

Evolution. A brand that has always been aware of the times and has known how to evolve and innovate to offer even more than consumers wanted.

In 1941, when no one imagined innovating in cars, he invented the electric car. Today, he offers cars with completely different energy sources, focused on delivering performance with sustainability.

Furthermore, we understand that an important pillar of this brand's DNA needs to be enhanced: its Allure. It's about beauty, aesthetics, and design. Regardless of anything else, the Peugeot car is beautiful. And this was unanimous among consumers and non-consumers alike.

In addition to these insights, the global rebranding was an important piece of this puzzle. More than that, it was our starting point, both in terms of strategy and identity.

A brand that evolves its delivery in line with the times has given rise to the purpose of Transforming time into evolution. A commitment from Peugeot to always evolve, transforming the mobility market in favor of people's interests and values.

With this strong purpose and the existing understanding, we drew inspiration from the brand's symbol – the lion – and enhanced its personality with pleasure, determination, boldness, and of course, magnetism.

All these aspects are reflected in the new positioning, which calls on the lions of our time to join its pack. Lions who, like Peugeot, are the people who think about and drive mobility aligned with their values.

CREATION

Globally, the brand has undergone an evolution in an effort to elevate its presence in Brazil. We've utilized the best of both: a shield with a lion, the use of black and white, proprietary typography, a bold and dynamic aesthetic, and cinematic photography.

We added elements to increase relevance and strengthen business moves. All in pursuit of making the brand more magnetic, bold, and determined.

The lion emblem gained more prominence and interaction, bringing it closer to the public and reinforcing its territory: Now, both the "spirit" of the lion connects with people, and the emblem frames each one of them, indicating that they are the lions of our time. We created a grid that speaks of the evolution of time and articulates the times of each individual, the movement and detail of products, and the colors and types.

Engaging with black and white, we introduced bright colors that bring more prominence to the overall composition and connect with the images and colors of the cars. As for the typography, we worked with more strength and contrast, seeking greater differentiation. In the photographs, we increased the magnetism by highlighting details and attractive design elements of the cars. As for the people, we sought to portray those who form the lion's den of our time, in their movement, rhythm, and the strength of their gaze.

We built the verbal territory of the Lions who dominate the time of evolution. Combining the instinct and courage of the lion with the performance and sensoriality of the car in expressions such as: "time roars" and "awakening a lion every day."“

A set of powerful and distinctive visual and verbal expressions that highlight Peugeot's lions in the jungle of car brands.