Mini Brand Experience
Brand Strategy / Retail Interiors /

We were commissioned by BMW / Rover to develop a brand strategy and new routes to market for the Mini, in advance of a new design for this classic British car. 

We looked in depth at the history of the car, its popularity and the remarkable stories that surrounded it, to uncover the true essence of the brand, before developing scenarios that expressed how consumers would interact with it.

This early work defined the character of the car and the brand architecture that supported its display. It was the foundation for advertising campaigns, international motor shows and new kinds of dealership environment, for what has become the most successful British car in modern times.




  image of a mini in a box
  image of garage café illustration
  image of café interior illustration
  image of café culture moodboard