RESTORING POWER AND DYNAMISM TO THE ICONIC JAGUAR LEAPER TO PROPEL THE BRAND TOWARDS NEW MODELS, NEW AUDIENCES AND A NEW OWNER.
With a rich heritage as the producer of some of the world’s most beautiful performance cars, Jaguar has been recognised as the epitome of class and distinction for almost 100 years.
However, with a new generation of cars in development, Jaguar realised that their brand needed to appeal to a new, contemporary audience. The Partners was invited to create a new brand identity that would enhance Jaguar’s contemporary positioning but not be in conflict with its past.
In this project the strategy was best described by the design. We researched with a Master of Arms how animals are depicted in coats of arms. We employed the skills of a professional sculptor to re-craft the famous leaper, making it a more powerful, sleek and sexy marque to reflect the true essence of the brand. The new-style leaper was first sculpted in clay then cast in resin before being scanned into a computer and digitised in 3D format. With painstaking attention to detail we created a contemporary identity that said more about the brand than words could ever do.
The identity was designed to work across a broad range of applications from the high impact of F1 vehicle livery to powerful advertising and subtle luxury marketing communications. The Partners worked collaboratively with Jaguar’s internal and external partners including RKCR/Y&R and Fitch in the UK as well as Y&R in the US to translate the brand across customer touchpoints.
We created an in-depth online management resource to document all aspects of the new identity including guidance on the use of colour, imagery and typography, to provide consistency wherever and whenever it is applied.
We created a solution that was 100% Jaguar which has helped to translate the power and dynamism of the iconic Jaguar brand to a new generation of models such as the F-type and XF, a new generation of drivers, and a new owner in Tata Motors.