Martin Piot, Vice President of W, and Alexandre Revert, New Brand Identity Project Director at PEUGEOT, explore the creative behind the agency’s identity rebrand for the French car company.
Why was it the right time for the development of a new brand identity for PEUGEOT?
Martin Piot (W): Over the past 10 years, PEUGEOT has been working on upgrading its vehicles, which have received numerous awards and, above all, are loved by its millions of customers in the 160 countries where it is present. PEUGEOT is now part of Stellantis, the world’s fourth largest automotive group, as a result of a merger between the FCA and the PSA Group. Within this new entity, PEUGEOT wanted to reenter the space with confidence and enthusiasm, and communicate in an era of profound revolution in the automotive sector. Having just celebrated its 210th anniversary, and equipped with a completely renewed, electrified range, the brand wanted to complete this move upmarket by working on the design of the brand itself and revealing a new emblem. It was the right time to align the sign with the ambition and to project itself into the future. PEUGEOT reaffirms its leading position as a top-of-the-range generalist manufacturer, its authority, and its wishes to strengthen and develop preference for the brand.
Alexandre Revert (PEUGEOT): Our main goal at the beginning was quite simple – to reinforce brand equity with this new and strong lion head, and centre the brand globally and consistently around a very modern, high-end brand identity.
The new brand identity launched itself as more than just a new look and logo, but a new experience for users. Tell us about this experience.
Alexandre: It’s more than just a logo change. This project was a unique opportunity for us to rework all the brand’s touch-points. An ambitious and complete rework of the customer journey has been deployed, aimed at achieving one goal – to transform every moment with PEUGEOT into qualitative time. To turn time into quality time is our promise, and whether it’s in a dealership, online, via the app sitting on your couch or in a PEUGEOT car, we want the time spent with us to be qualitative and meaningful. That’s where branding plays its role, bringing design to functionality. It’s more intuitive and seamless. A new UI is now being deployed thanks to this fully digital native brand identity.
Martin: Brand identity goes far beyond the logotype. At W, we say that a brand is about meaning, appearance and experiences.
Meaning is trusting your instincts.
Appearance in this case, is not only the lion’s coat of arms that crosses time with great modernity, but it is also the codes of the new territory we have installed (the opening movement, the cinematic character, the premium aspect of the codes).
Experience for PEUGEOT is tangible evidence of a new, more phygital, relationship with its customers. We completely overhauled the digital eco-system and car dealerships with more fluid, user-centric paths and an enhanced service experience. The new dealerships, entirely redesigned by our architecture teams at W, have an experience organised around a central space dedicated to advice and personalisation via digital interfaces.
What is the PEUGEOT Design Lab, and how did it contribute to this project?
Alexandre: The PEUGEOT Design Lab (PDL) was created in 2012, as our in-house global, non-automotive, design agency, and works with external clients, such as Airbus, Alstom or Bombardier. To create the new logo, brand designers from different areas of expertise joined forces with the PDL teams. The studio designed the new emblem as well as the dedicated typeface. Globally, the studio was responsible for the overall consistency of the project, working closely with W&Cie teams in a win-win collaboration.
This project was a story of Havas collaboration. How did W, Havas Events and HDF work together with PEUGEOT, and how did it make the project stronger?
Martin: Our team at W developed PEUGEOT’s new brand territory in close collaboration with the PEUGEOT and PEUGEOT Design Lab teams. To embody the brand’s entry into a new era, we imagined and developed an audacious brand centre with Havas Digital Factory – a showcase for the brand and its assets and an open tool for sharing its culture and codes. With Havas Events, we orchestrated the global launch of the new posture and identity of the brand. We used very innovative technology, XR (extended reality), which had never before been used for a launch of this nature. It is more commonly used in the production of series like The Mandalorian. It allowed us to create a space outside of time, in perpetual motion and proudly bear the new colours of the brand.