Background The launch of the Eicher Pro series, made in collaboration with Volvo under a joint venture, brings Eicher Trucks and Buses (ETB) into a new league. This range of future generation trucks and buses represents the modernisation of the business. It also marks a serious re-entry into the heavy duty trucks category, which has not been its strongest point. We were asked to visually articulate this new inflection point in the brand's story.
Brief The brief was to interpret a new avatar for Eicher Trucks and Buses that reflects the new mood, using the same logo in a new trade dress. Since this logo is also shared by the parent corporate, Eicher Motors Ltd, which is best known for the truck brand 'Eicher', the identity was also to cover the corporate brand to a limited extent.
Response Eicher is the youngest company and the junior most partner in the triumvirate that controls Indian trucking, but it has had a very good run in recent years and grown at a good clip. A youthful, aggressive stance would be appropriate to mark out an ambitious time for the company.
A New Dress A new trade dress for ETB, aligned with the Eicher Motors identity, was created. It is based on a two-colour palette and a system wide geometry characterised by oblique elements. This creates a pacey and rugged character. It infuses speed and energy into the brand.
The extensive programme that covers a detailed signage project, a treatment of dealerships, an advertising style, marketing collaterals and web presence was developed. All these vectors are unified by the visual system developed for it. In addition, a set of corporate collaterals for Eicher, using a related form of the dress, was also developed.