Chromatic Brands

Land Rover: From utility to luxury

We helped the world’s leading luxury SUV manufacturer move markets. Following significant investment, Land Rover needed to change perceptions of its brand


Land Rover: From utility to luxury


Our brand identity and experience design helped the world’s leading manufacturer of luxury SUV’s change perceptions and move markets


Following significant investment by new owners, Land Rover needed to change perceptions of its brand before ushering in a new and ambitious range of vehicles. 


In order to help them to deliver on the business ambition to be ‘The World’s SUV Brand of Choice for Today and Tomorrow’ we needed to establish Land Rover as the world’s leading manufacturer of premium SUVs.



We identified five attributes that people everywhere knew and loved about the brand: Iconic; British; Expert; Fits in Anywhere; Power and Strength. These brand characteristics where then used as the founding pillars for all Land Rover Brand Strategy and Brand Expression.


We collaborated with Imagination to create the language, guidelines and governance systems for the Land Rover Brand Expression. This helped the brand to elevate iconic visual elements in order to build familiarity and awareness and to project the unique character and premium qualities of the brand.


More than eighty designers worked for over eighteen months to develop a Brand Expression that worked fluidly and fluently across all brand touch-points including motor shows, launch events, digital, advertising and printed literature. Since 2013, Land Rover’s sales have outperformed the industry sector, growing over 9% year on year. They‘ve now tripled volume, doubled market share, doubled revenue and increased profit margin.


£15 Bn+

Revenue growth 2014 – 2018


Year on year revenue growth 2014 – 2018


Total SUV market share

We have created a distinct and motivating expression that I truly believe captures the heart of what our brand stands for.
— John Edwards, Global Brand Director

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