190715 Transform JETTA CICD

Volkswagen China

Proud Past, Bright Future


  • Automotive & mobility


  • Brand identity

Born from Volkswagen. Built in China. JETTA helped put China on wheels nearly 30 years ago. Today, the iconic car is reimagined as a sub-brand. Designed for China’s young millennials. JETTA opens the door to a more mobile way of living in some of the world’s busiest cities.

Rebrand JETTA Before 1 History

The situation

As the largest automotive market in the world, China is a hugely crowded and competitive market. JETTA is designed specifically to provide affordable German design and engineering to compete with locally manufactured entry level brands. With first time-buyers the primary audience, this is an important offering given the desire and perceived value of German car brands.

While China has changed significantly in the decades since – JETTA’s purpose has not. The challenge lay in revitalizing the spirit of its pioneering days and reinventing JETTA with a younger personality, modern design language and attitude to appeal to a younger audience on a channel where they spend most of their time – mobile.

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Our strategy

At the core of JETTA’s visual identity is a signature two-line graphic representing the brand’s “Proud Past, Bright Future”. This recognizes the model’s legacy and its transformation into a new sub-brand. The flexible supergraphic is integrated into a modular layout system that allows easy applications for all channels. Meanwhile, JETTA’s people-centric image style captures authentic life moments. Backed by a bold color palette, the overall visual feel is energetic, optimistic and young.

190715 Transform JETTA CICD 1

Recapturing its pioneer spirit, the JETTA brand goes beyond visual with a new sound signature that is confident and dynamic. Light tones capture the playful positivity of youth, while bassier notes evoke sure-footed confidence. Structurally, the sound follows the signature graphic, aurally building and opening towards the end.

Rebrand JETTA After 2 Basic Elements

What We Did

  • Assessed and recalibrating the Jetta brand strategy and target audience
  • Defined Jetta’s brand vision, mission, values and personality
  • Provided completely new corporate identity and design, including a sharp brandmark, authentic image style, striking brand claim and comprehensive visual guidelines that covers digital, print and everything in between
  • Established a fresh, modern concept and visual design for dealer stores
  • Developed a 360-degree sound brand that captures the optimistic spirit of Jetta
Rebrand JETTA After 9 Brand Sound
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Rebrand JETTA After 3 UI
Rebrand JETTA After 4 U Ielements

Our solution

With a bold and energetic identity, the JETTA brand has already began making waves in the Chinese auto market. During JETTA’s first 3 months of pre-sale for the VS5 model the orders have exceeded expectations by 230%. In 2020 JETTA will officially launch pre-sale for VS3 and VS7 which are expected to achieve similar success.

Rebrand JETTA After 6 OOH
Rebrand JETTA After 7 Magazine
Rebrand JETTA After 8 Dealership


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