Title | JETTA - CREATION OF A NEW BRAND IDENTITY |
Brand | JETTA |
Product / Service | AUTOMOTIVE |
Category | A01. Creation of a new Brand Identity |
Entrant | METADESIGN CHINA LIMITED Beijing, CHINA |
Idea Creation | METADESIGN CHINA LIMITED Beijing, CHINA |
Name | Company | Position |
---|---|---|
Sally Anderson | MetaDesign China Limited | Creative Director |
Born from Volkswagen. Built in China. JETTA helped put China on wheels 25 years ago. Today, the iconic car is reimagined as a sub-brand. Designed for China’s young millennials, JETTA opens the door to a more mobile way of living in some of the world’s busiest cities. As the largest automotive market in the world, China is a hugely crowded and competitive market. JETTA is designed specifically to provide affordable German design and engineering to compete with locally manufactured entry-level brands on a national level. With first time-buyers the primary audience, this is an important offering given the desire and perceived value for German car brands.
While China has changed significantly in 25 years – JETTA’s purpose has not. The challenge lay in revitalizing the spirit of its pioneering days and reinventing JETTA with a younger personality, modern design language and attitude that appeals to the new generation on the channel where they spend most of their time – mobile. Facing highly product-driven competitors, JETTA needed to differentiate itself by creating an emotional and design-led brand which connected with millennials, their lifestyle and aspirations. The contemporary and bold design language needed to showcase the brand experience while clearly introducing the JETTA product family – VS3, VS5 and VS7.
At the core of JETTA’s visual identity is a signature two-line graphic, which represents the brand’s “Proud Past, Bright Future”. This recognizes the model’s legacy and its transformation into a new sub-brand. The flexible supergraphic is integrated into a modular layout system that allows easy applications, no matter the format or channel. Further building on the visual appeal of JETTA is a people-centric image style that captures the authentic life moments. Backed by a bold color palette, the overall visual feel is energetic, optimistic and young. Finally, JETTA once more acts as a pioneer by bringing the brand beyond the visual with a new sound signature that is confident, dynamic and optimistic. Light, crisp tones capture the playful positivity of youth. Deeper, bassier notes evoke a sense of sure-footed confidence. Structurally, the sound follows JETTA’s “Proud Past, Bright Future” signature graphic, aurally building and opening towards the end.
With a bold and energetic identity, the JETTA brand has been lifted from an iconic model into an exciting new brand – once more being poised to put the next generation of drivers on wheels. This not only provides the crowded Chinese auto market with a fresh alternative, but means drivers can enjoy reliable German engineering while also owning a car that feels modern. Since its unveiling, it has already began making waves in the Chinese auto market. During JETTA’s first 3 months of pre-sales for the VS5 model, orders exceeded expectations by 230%. In 2020 JETTA will officially launch the pre-sale for VS3 and VS7, which are expected to achieve similar success.