Case Study: Peugeot achieves a future-facing brand refresh with Conran Design Group

Peugeot preserves leadership in France with Conran Design Group after a 210-year legacy rebrand

The customer, Peugeot, a leading French car manufacturer, faced the challenge of a stale brand identity that had become predictable and was at risk of being overtaken by competitors. To mark its 210th anniversary, Peugeot needed to recapture its passion and innovation to avoid becoming a legacy auto brand. The vendor, Conran Design Group, was tasked with creating a rebrand to bring back Peugeot's flair and emphasize its premium quality.

Conran Design Group developed a new visual identity system for Peugeot, which included a tight chromatic palette and an ultra-simplified version of its iconic coat-of-arms for digital use. The vendor also helped launch the 'Lions of our Time' campaign. This rebrand was applied to redesigned Peugeot 307s and its new EV range, resulting in an absolute image shift that successfully maintained Peugeot's leadership position in the French market.

Peugeot