Buick retail shops
Client
Buick China is the No. 1 bestselling car brand in the Chinese market, established since 1977 by Shanghai General Motors.
Project
Initiated: 2007, ongoing. Visual identity and retail shop design.
Outcome
After 10 years of success in the Chinese market, Buick is now facing stronger competition than ever. The priority sets to retain its strong position by upgrading the brand towards a higher level of premium and excellence.
Dumbar Branding was invited to revitalize the brand with a new visual identity and house style that brings their quality and value to life. In regard to that we updated the Buick symbol into a strong and contemporary logotype while maintaining its clear recognition as Buick. Furthermore, we have developed a unifying brand structure with a new visual style of ‘fusion elements’ where different become one. This centralizes and reflects the aspiration of Buick to integrate the dimensions and qualities between people and product, technology and comfort, power and serenity, progress and vision. Our design of the retail showrooms bears the same concept which suggests a combination of generosity and details, modernity and heritage, high tech and hospitality, experience and usability at all levels. New planning, interior, display elements, furniture, signage, lighting and brand communication are introduced specially to be in line with Buck’s new positioning. Two pilot shops have already been finished in 2007 and all 300 dealer shops in China will be renovated accordingly from 2008-2009.