Integrating brand values in design


Jaguar was looking to replace the flagship of its range, the XK8/XKR high-performance sports car. It was imperative that the new model strongly communicated the core brand values of beauty, luxury and sportiness.


Innovia was asked to create ideas for new features and attributes that would be worthy of the pedigree and would keep the trade press buzzing. We explored the different associations of luxury and sportiness in the consumer's mind, and then created concepts that exploited the synergies and overcame the contradictions. We identified emerging technologies and created a range of features that could help the new model build a leading market position.


The new car was launched to widespread acclaim in March 2006 and won Top Gear's 'Car of the Year' Award that year.