INEOS Grenadier

Building a digital-first automotive brand, grounded in traditional off-roading needs.

I worked with INEOS to build a digital-first brand, ecosystem and servicing model for its debut vehicle – The INEOS Grenadier. Reimagining how an all-new challenger brand could rewrite the automotive playbook.

Creative Director – Great State

Digital Brand | Website | Design System | eCommerce

Background

When the classic Land Rover Defender was discontinued, it left a significant gap in the global market. Its customers missed its hardwearing, nuts-and-bolts-simplicity and relied on it in some of the planet's most remote and uncompromising corners.

What started as an idea in a pub by INEOS CEO Jim Radcliffe soon became a reality. The chemical giant INEOS decided to take the unprecedented step and leap into the automotive market to create its successor.

Approach

We started from scratch – with no brand reputation, loyalty or legacy. We approached the digital brand and service design to fit the audience and their lives.

Building advocacy for a brand founded on the quality of its product – 2 years before a product existed, presented its own set of challenges. So we took our audience on the journey with us – from idea to production model. The website became a hub for information and progress, encouraged two-way conversation and showing how the community even influenced some of the ongoing vehicle design decisions.

We designed the digital experience to mirror the ‘no-nonsense’ values and principles of the brand. Everything from the UI to the eCommerce journeys embodied the get-the-job-done, straight-talking simplicity our audience related to. We created a design system for use across all digital interfaces, taking influence from the switches and haptics of the in-vehicle control panels. 

Results

INEOS Grenadier has evolved from a pipedream to a reputable 4x4 brand. With over 100k customers on the waiting list and tens of thousands of pre-orders. The vehicle is touring the world, in production and set for launch in late 2022.

The brand now has a loyal fanbase, adorns Mercedes F1 cars and even lends its name to ‘The INEOS Grenadiers’ cycling team. Not bad for something that started as an idea in a West London pub only 5 years ago.