Cupra

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

Developing a brand architecture and design system that furthers the brand’s equity— pragmatic in execution, modular for broad applicability, and aligned with its unconventional challenger spirit.

We created an intuitive brand architecture encompassing experiences, spaces, products and services, working cohesively to amplify efforts and drive brand growth: one brand, one ecosystem, one experience.