Cupra

Founded in 2018 as the youngest brand in the Volkswagen Group, CUPRA quickly became one of Europe’s fastest-growing automotive brands. In under five years, the brand earned the loyalty of over half a million "tribe members.” Staying true to its unconventional approach, the brand embraced numerous innovative services, partnerships, and communication initiatives. This rapid expansion highlighted the need for a cohesive strategy to strengthen CUPRA’s identity across all touchpoints.

Our objective was to develop both a brand architecture and a design system that would strengthen CUPRA’s brand equity. These needed to be pragmatic in execution, modular for broad applicability, and fully aligned with the brand’s unconventional, challenger spirit.

We created an intuitive brand architecture for CUPRA that encompasses experiences, spaces, products and services. This framework ensures that all brand elements work together cohesively to amplify efforts and drive brand growth, in order to produce a strong sense of one brand, one ecosystem, and one experience.