Project Description

Client Mahindra
Project Nationwide Retail Identity
Award Nationwide ET Global Award for Retail Excellence Retail Design Mahindra

Freedom Acquired


In a fast growing and competitive passenger vehicles sector , Mahindra needed to reposition its customer-facing brand experiences and strengthen its leadership through new offerings . Mahindra invited us as their creative partners to redesign their Dealership Identity pan-India with the objective of capturing both, the commercial vehicle and SUV audiences across age groups .

Uncover our process


After a thorough discovery of the brand, it’s values, customer perception, product positioning, dealership surveys, we concluded that the strength of the brand is its perception as tough vehicles that can manoeuvre the rugged terrain of India. However, with the introduction of new urban SUVs for a tech savvy young audience, we shifted the brand space to reflect a high performance and addictive customer experience while retaining its tough perception.


We worked as a team with our client to capture customer expectations and deliver a modern and high-tech brand experience. We also created multiple touch points for better decision-making by the customers such as embedded screens and a virtual reality vehicle experience.

The visual metaphor for the identity elements were derived from the brand DNA, and the rugged terrain of the land, a form that is represented as a hexagonal shape that is expressed across all touch-points. The ‘World of SUV’ customer facing sales areas had this form take-on a more macho and tough appearance, while in the new, premium vehicle display zones, it was rendered in edgy and reflective surfaces.


The success in the design was the detailing and design systems by which the client was able to successfully manage a nationwide rollout in record time. It also coincided with the launch of two new vehicles. The retail programme on the whole won the ET Global Award for Retail Excellence for Transformation of Dealerships.

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