Renault S.A. is a French multinational vehicle manufacturer established in 1899. In 2009, Renault started a new branding phase in China: Casual Luxury, also released a full range of Customer Experience Program “諾相隨”, providing customers with personalized service.
As a well-known european brand, it requires a new branding strategy to enter Chinese consumers market without compromising the original brand DNA. When developing the new branding strategy, we worked together with the designers in France to find a way to direct “Causal Luxury”, a higher level of life style, into Chinese market. The challenge is to position the strategy and to precise the design in a cross culture team.
VOCUIS dresses Renault with modern art and elements of Chinese culture, allowing the brand to exceed in Chinese market. Being well-responded by the market, Renault has the fastest growing among the non-luxury automobiles. VOCUIS and Renault leave a perfect corporation.