Featured work
Apollo /
By tyre industry standards, Apollo is a young company. The resulting enthusiasm, energy and ambition of the enterprise are palpable when you talk to the people who work there. It comes as no surprise to discover that Apollo is India’s fastest-growing tyre brand and first multinational tyre company.
The new Apollo logo. The four circles individually represent the sun (referring the to Roman sun god Apollo) and together visualise the four tyres of a car.
The product matrix is designed to visually represent Apollo's product range and dispense with the confusing jargon normally associated with buying a tyre.
The matrix evolved into Apollo's instantly recognisable visual language.
Apollo tyres "on their way from India to the UK" (with a little help from Photoshop).
Apollo at Roland Garros 2010?
Europe, Apollo’s next destination, is a fiercely competitive market dominated by the likes of Michelin, Continental, Bridgestone and Goodyear. The industry generics in terms of communications content and style are strong, and the natural temptation for a new entrant would be to do a ‘me-too’. Apollo eschewed this temptation.
The identity applied to stationery.
Apollo HQ in Gurgaon near Delhi, India.
Tyres on wheels (so to speak).
The corporate typeface, Flama.
Some spreads from the brand guidelines.
The brand communications we developed for Apollo serve several aims. On the one hand they reflect the company’s spirit and its Indian roots, and on the other they help Apollo stand out from the crowd. Apollo is positioning itself as the smart choice, the IKEA or Gap of the tyre industry — neither a luxury nor a cheap brand but rather one that is stylish enough and sensibly priced, and marketed to women as well as to men.