The Brands
Challenge: Overhaul and design all global Jeep-branded licensed products and tie-ins. First, the team went about to reposition the Jeep brand as a global lifestyle brand and outright owner of "American-style outdoor adventure" informed by it's original wartime, D-day past. Then, we refined this position via a brand matrix that outlined several demographically-driven sub-brands: Jeep (general mid-market) Spirit (tuned to a younger audience) and JXP (a more upscale yet sporty offshoot).
What we knew was Jeep is a vehicle like no other. Everybody knows Jeep. Even when learning the alphabet as a child, “J stands for Jeep.’’ It’s older than we are, yet fresh as ever. Jeep has everything to do with the adventurous side of the American dream, the dream of freedom and independence, a place of no boundaries. Jeep gives us the great, wide-open outdoors, be it in the country or the urban jungle—where dreamers or doers seek out adventures.
Jeep, born of a need for utilitarian efficiency—now as a brand—exudes the great outdoors and the promise of adventure (for the dreamers) and the excitement of adventure (for the doers).
Objectives: We are all dreamers and doers at times, and Jeep adds character to our home life and excitement to our leisure and vacation time. As a brand exercise, our work was intended to follow and complement this core Jeep understanding. We evolved a separate creative strategy, building three distinct sub-brands to support the main Jeep brand. This allows the Jeep nameplate to develop into new product areas, appeal to new audiences and thus elevate the brand to higher levels.
The Goal: Reposition Jeep as a genuinely global lifestyle moniker and the owner-brand of American-style “outdoor adventure.” Our strategy of three sub-brands needed to compete against well-established brands in areas where Jeep didn't currently have a presence, including technical apparel, outdoor equipment and fashion apparel.
What we knew was Jeep is a vehicle like no other. Everybody knows Jeep. Even when learning the alphabet as a child, “J stands for Jeep.’’ It’s older than we are, yet fresh as ever. Jeep has everything to do with the adventurous side of the American dream, the dream of freedom and independence, a place of no boundaries. Jeep gives us the great, wide-open outdoors, be it in the country or the urban jungle—where dreamers or doers seek out adventures.
Jeep, born of a need for utilitarian efficiency—now as a brand—exudes the great outdoors and the promise of adventure (for the dreamers) and the excitement of adventure (for the doers).
Objectives: We are all dreamers and doers at times, and Jeep adds character to our home life and excitement to our leisure and vacation time. As a brand exercise, our work was intended to follow and complement this core Jeep understanding. We evolved a separate creative strategy, building three distinct sub-brands to support the main Jeep brand. This allows the Jeep nameplate to develop into new product areas, appeal to new audiences and thus elevate the brand to higher levels.
The Goal: Reposition Jeep as a genuinely global lifestyle moniker and the owner-brand of American-style “outdoor adventure.” Our strategy of three sub-brands needed to compete against well-established brands in areas where Jeep didn't currently have a presence, including technical apparel, outdoor equipment and fashion apparel.
Jeep Spirit
JXP
J is for Jeep
