Wonderhood Design Unveils New Visual Identity for INEOS Automotive

INEOS Automotive has launched a new visual identity repositioning the brand from purely automotive, to an adventure lifestyle brand. Created by Wonderhood Design, the new design aligns with INEOS Automotive’s new brand platform, ‘Built For More’ – a platform which focuses on the feeling of possibility drivers get when they sit behind the wheel, and the opportunities it opens mentally and physically.

INEOS Automotive was founded in 2022 by Sir Jim Ratcliffe, who identified a gap in the market for a 4X4 that combined best-in-class off-road capability with modern on-road driving refinement. This deliberately went against broader SUV trends towards a more sedated and luxurious driving experience by launching a vehicle that was made for people who want to immerse themselves fully in the physical feeling of driving an authentic 4X4.

Alongside the global brand campaign created by Wonderhood Studios and launched earlier this year, Wonderhood Design collaborated with INEOS Automotive to create a new visual identity – from photography to typeface and tone of voice – that aligns with the brand’s latest strategy and is fit for cut-through amongst our sea-of-same, yet established, competitor set.

Much like INEOS Automotive’s vehicles, Wonderhood Design has carefully created a design system which perfectly demonstrates the precision engineering and the more visceral and emotive feeling the drive unlocks for all drivers.

This approach sits at the heart of the new visual identity and extends throughout the redesign. The INEOS Automotive logo is brought to life through motion informed by off-road terrain and a custom typeface. Created with Canadian Foundry Pangram Pangram, it is suitably called ‘Formula 4X4’ The bold, impactful typeface is inspired and informed by the machined, embossed and round-edged details of the vehicle, in particular the embossed logo on the bonnet. ‘Formula 4x4’ also includes stylistic alternatives and bespoke glyphs that relate to the precision detailing of the vehicle.

A custom set of icons and badges have also been produced to visually express the vehicle’s product features and capabilities, used across the global brand, from technical information on brochures and the website, to advertising. All motion principles look to bring to life the Grenadier’s meticulous engineering and immersive driving experience.

Simon Elvins, co-founder of Wonderhood Design says, “Working with INEOS Automotive, we had the brilliant opportunity to help redefine this challenger brand in the automotive 4x4 market. The new identity reflects the combination of precision engineering with rugged build and functionality of the vehicle, but all of which is in service of bringing the visceral driving experience and sense of adventure to life.”

The new identity is now live across comms and is being rolled out on their globally, from website and social channels to events and showrooms.