STRATEGY + BRANDING + CREATIVE DIRECTION

From discount
to desire.

We helped Renault reclaim its place as a cultural icon by shifting from tactical car-selling to a French lifestyle brand built on design, innovation and emotion.

48.8566° N
2.3522° EParis

01 / The Challenge

Renault had lost
its soul.

Years of price-led promotions and discount-driven campaigns had eroded brand equity and blurred the difference with competitors.

We needed to take Renault back to its roots: French heritage, design excellence, innovation and cultural relevance.

Renault was never meant to behave like just another car company.

— DAF

The Strategic Shift

FromTactical

Discount-led
Price battles
Short-term sales
Feature heavy
Rational

ToDesirable

Design-led
Brand love
Long-term value
Emotion driven
Cultural

The Transformation

Same name.
New desire.

Drag the handle to see how the Mégane evolved — from a rational hatchback into a design-led, all-electric icon.

2020 · Before 2025 · After

02 / Brand World

Lifestyle.
Design.
Desire.

A complete transformation of identity, campaigns, brand experiences and product storytelling.

03 / Results

The numbers
speak. But the
love is what
matters.

12%

Sales
increment

64%

Positive brand
sentiment

+18%

Quality & design
perception

+12%

Electrified
sales

EUROPE’S
3RD

Leading
electrified brand

Best Brand Award

The Economic Times
Award 2023

04 / Product + Love Brand

We brought back heritage, style and human technology.

Every touchpoint was designed to make Renault feel like a brand you wear, live with and are proud to be seen in.

French
Heritage

Design
Excellence

Human
Innovation

05 / The Point

The goal was not only to make people buy Renault again.The goal was to make people feel Renault again.

Renault is Back

Back to All Work

From discountto desire.

Renault had lostits soul.

Same name.New desire.

Lifestyle.Design.Desire.