Project Description

Client TATA Motors
Project TATA Motors PVBU

A Set Of Wheels

Challenge

Tata Motors PVBU rebranding was a part of the entire Tata Group rebranding exercise done in collaboration with Wolff Olins. Eumo Director Shanoo Bhatia, led this exercise as Lead Design Consultant for RJBX, an architectural firm in Mumbai.

Interpretation

This was the first brand interpretation for the Tata Group in a retail environment. It was important to take the Tata principles of transparency, trust and build a unified identity for all Tata Dealerships. The canvas for the identity was white, to represent trust and the engineered detailing represented modernity and a new beginning with Tata passenger vehicles in India.

Solution

The retail identity & experience principles were built after extensive retail audits in India and in London to study trends and design considerations. The exterior signage system was introduced as a primary and secondary sign system for visibility, communication and standardisation. A kit of modular showroom elements was designed for customer interaction, comfort and ease of sale. They convey the ethos of the Tata Group, the values it cherishes, the future it aspires to and how it perceives its engagement with customers.

Success

The newly designed Tata Dealership Identity & Appearance Programme created an iconic retail signature for the brand pan-India.

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