MOTH3R

Brief

This project was a part of Hyper Island Admission process. At the time I was applying we had to design a mini campaign for LADA, Russian car manufacturer. Target were youngsters, people from their 20-25 years of age. It was just a test but I instantly fell in love with an idea. That is a true task for a designer, to revive something that is dying as a brand. Unfortunately, Russian car manufacturer above other problems had outdated product line. Inspired by the most successful military brand ever, Russian AK47 I have tried to push the idea into another direction. To improve what is already in existence, to take a particular car, a model of Lada Niva and to improve it. It had to be as reliable as equipped as AK47 already is, in a harsh conditions of 3rd and 2nd world countries in a state of anarchy and civil war. I had to be comfortable with an idea what really sells. That is why I was heading there, with this design, a critique of our modern world and our state of mind.

Philosophy

Lada is a «trademark» of the AutoVAZ company, a famous Russian car manufacturer. To make a distinction for the characteristic blue color and at the same time introduce the revolutionary new model, we have taken traditional red color. Red as the color of passion, change and revolution illustrates best what we want to state. Application on the recognisable Russian star, the most famous brand of the revolution, has been updated with an illustration. The illustration represents a worker revolutionist, who evolved into a contemporary warrior. A man with a rebellious facial expression, a mask and an AK-47 in his hand. It is a symbol of status, reliability and confidence. Today there is no cheaper alternative, yet offering better safety and usability. All that is included in the RebelSUV, the new/old rebel, the sport utility vehicle of the new generation, unique in that class. This young, strong and aggressive spirit will be best recognised by the young generation. Besides the red, camouflage colors have been introduced, to point out it’s sporty note.

Technology

RebelSUV is born. It looks like a true road warrior, with strengthened and armored body. It is able to overcome all obstacles. Being unable to meet eco-standards of today and to still keep the reasonable price, it is aimed to traditionally Russia oriented countries- especially 3rd world and some 2nd world countries. Its usage is unlimited in urban, as well as in rural areas. The vehicle is reliable regardless of the climate and terrain conditions. It can easily be upgraded and has a broad variety of spare parts.

Marketing

The best way to present this revolutionary model is what the name already suggests, the rebel marketing. Use the infrastructure which is already there; cargo, ships, trains planes and containers. People like that kind of marketing, youngsters are likely to adopt to new things or old ones coming in a new shape or package.