INEOS Automotive Identity

Sir Jim Ratcliffe, founder of the 2022 INEOS Automotive, 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 for the INEOS Grenadier in June, 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 the brands sea-of-same, yet established, competitor set.

The new visual identity repositions the brand from purely automotive, to an adventure lifestyle brand, and 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.

Much like its vehicles, an incredible amount of craft and deliberation went into the design system in a bid to demonstrate the precision engineering and the visceral and emotive feeling the driving an INEOS Grenadier unlocks for all drivers.

This approach sits at the heart of the 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, suitably called ‘Formula 4X4’, has been created with Canadian Foundry Pangram Pangram. 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 created 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 also look to bring to life the Grenadier’s meticulous engineering and immersive driving experience.