Rebirth of an Icon: The GTR Journey
Project Scope
- Brand Purpose
- Brand Strategy & Positioning
- Brand Portfolio & Architecture
- Brand Identity & Imagery
- Brand Style Guidelines
- Logo Creation
- Packaging & Label
- Messaging & Tone-of-Voice
- Brand Concepts & Communications
- Brand Tagline
- Experiential Designs
- Website & E-commerce
- Retail Branding & Merchandise
- OOH - Signage & Billboard
- Marketing Collateral
GTR, previously known as General Tyre & Rubber Company and associated with Continental AG Germany, embarked on this transformative journey. With over 55 years of legacy, the brand recognized the need for a metamorphosis to resonate with the younger generation. Research showed that General Tyre had a weak brand persona, imagery, engagement, and identity. Today’s youth perceived it as a brand for the older generation, feeling it did not communicate to them at all. Through their media agency, Media Pulse, General Tyre approached Brand Culture Network to spearhead this monumental rebranding initiative in collaboration with the network’s branding agency, Owl Studio.
The way forward is complete re-branding and creative transformation from perception reshaping to the transition of a 55-year-old iconic brand, General Tyre. The challenge was to reshape perceptions and transition the 55-year-old iconic brand General Tyre into a new brand identity, including deriving the brand nomenclature, brand purpose, brand manifesto, branding, and communication.
Under the leadership of our creative leader, Ehmer Kirmani, we worked closely with the client’s management and marketing team, as well as consultants and strategic alliance partners Aleem Durrani and Mehmood Nanji.
Complementing our revolutionary branding with a soulful design approach, the A Brand-First Marcom Network’s global and regional team, spearheaded by Ehmer Kirmani and Laur Barbu, embarked on a creative odyssey. Their mission: to reimagine and revitalize our brand architecture, delving deep into the essence of our identity. Through a blend of innovation and insight, they transformed the identity system, infusing it with modernity and a forward-thinking ethos.
This comprehensive collaboration led to the creation of a new brand name, a new identity, and a new monogram. This marks the introduction of GTR Tyre, a bold, dynamic, and progressive purpose-led brand.
In doing so, we transformed an outdated brand aesthetic into a globally-minded system that was not only relevant but groundbreaking and set a new tone and level of design achievement for the entire automotive category. Thus, our branding team successfully reborn, re-brand & transition 55 years old iconic brand General Tyre into GTR Tyre. We built an identity system that set us apart from the pack and established new journey rules for branding every customer touchpoint.
Discover the GTR Tyre Thematic Launch, a testament to our collaboration as a proud partner of the Brand Culture Network, A Brand-First Marcom Network.
Brand Philosophy
GTR’s philosophy is deeply anchored in over half a century of expertise, leveraging German technology and undergoing rigorous testing in Japan and Europe. The brand stands as a beacon for the youth, alleviating their concerns by ensuring safety on wheels. GTR is committed to guiding every journey, ensuring the path leads to the ultimate destination, and enabling the realization of dreams and aspirations.
Brand Naming
Transitioning from the iconic “General Tyre,” the brand was rebirthed as “GTR.” This new nomenclature signifies not just a new chapter in the tyre industry but also aligns with the brand’s forward-looking vision and its resonance with the contemporary audience.
Brand Culture Hive:
At the heart of our branding strategy lies the “Brand Culture Hive,” our proprietary Marcom cultural branding toolkit. In collaboration with the global team at Brand Culture Network and under the leadership of Ehmer Kirmani, we delve deep into insights, weaving them together to derive the brand’s core purpose, manifesto, and cultural strategy. This rigorous process allows us to conceptualize and execute the strategic creative direction aptly named “The Generation Of Achievers.” Through this, we craft comprehensive communication strategies and ensure 360º amplification, creating brand journeys that resonate and inspire.
Our approach is holistic. We don’t just create brands; we cultivate them, infuse them with human touchpoints, and nurture them. Under our guidance, this methodology ensures that the GTR brand is not just purpose-led but IDEAL, positioning it to dominate the marketplace.
Brand Identity Development:
The metamorphosis from General Tyre to GTR was monumental, signifying more than just a name change. It was about reshaping perceptions, redefining the brand’s essence, and making it relevant for today’s dynamic era.
Logo Concept
The GTR logo is a testament to minimalist design brilliance. Drawing inspiration from the universal symbol of a circle, representing tyres, life, and continuous motion, the design intricately crafts the letters “GTR” from intersecting circles. A distinctive red rectangular triangle, seamlessly integrated, forms the centerpiece of the “G,” symbolizing the ever-progressing “Generation of Achievers.” The metallic sheen of the letters, set against a bold black backdrop, exudes modernity and resilience. The term “Tyre” is elegantly juxtaposed in contrasting white, separated by a sleek slash, underscoring the brand’s core offering.
Beyond its aesthetic allure, the logo encapsulates the essence of being dream enablers, championing the generation of achievers in their journey. This design philosophy accentuates GTR’s commitment to being more than a tyre brand – a true companion in life’s myriad journeys.
Packaging Design
The rebirth of GTR demanded a packaging design that was as revolutionary as its new identity. We introduced a standardized color palette of Red and Black across the entire range, ensuring a cohesive and instantly recognizable identity.
At the forefront of the label, the GTR logo and tagline take pride of place, asserting the brand’s presence. A bold Red block serves as the backdrop for the tyre’s description and features, ensuring that the essential information stands out. Running vertically on the left, from the top to the bottom panel, is the tyre type and size, written in bold and set against a striking Red background, making it easily discernible.
The bottom of the packaging showcases a high-resolution, animated 3D image of the tyre. This highlights the intricate design, patterns, and threads of the tyre and emphasizes GTR Tyre’s commitment to international quality standards. Attributes like superior grip, longevity, durability, reliability, and safety are prominently displayed, reinforcing the brand’s promise.
Above the tyre image, a nod to GTR’s global standards is evident with the words “German Technology, Tested In Japan and Europe.” This is further accentuated with the flags of Germany, Japan, and Europe, underscoring the brand’s international pedigree and commitment to excellence.
Brand Usage Guide
The GTR Brand Manual Guide is a testament to our consistency, clarity, and purpose commitment. It encapsulates our brand’s essence, from the revolutionary logo inspired by the circular dynamism of tyres to our color palette that resonates with modernity and sustainability.
Our typography choices reflect our brand’s forward-thinking ethos, while the imagery guidelines ensure we always present GTR in a light that emphasizes innovation and environmental responsibility. From the innovative logo design to the harmonious color palette, typography choices, and iconography, every element complements the brand’s aesthetic. Imagery focuses on product photography, with specific lighting and mood settings to highlight the product’s features.
This guide ensures that GTR’s identity remains unmistakable and authentic to its core values, whether in mainstream advertising, digital media, print, or physical branding. Every element, from the logo’s design to our brand’s voice, is meticulously crafted to resonate with our tagline: “Every journey has a destination.” This manual aims to empower all stakeholders to represent GTR authentically and precisely, ensuring our brand’s promise is consistently delivered across all touchpoints.
Brand Essence
GTR stands for more than just tyres., its embodies the spirit of continuous evolution. Te spirit of achievers, the dreamers, and the doers. It’s about embracing the journey, enabling dreams, and turning aspirations into reality by ensuring every journey is a testament to quality and performance.
Brand Tagline
“GTR – EVERY JOURNEY HAS A DESTINATION”
Brand Imagery
GTR’s imagery captures the essence of movement, journey, and achievement. It resonates with the brand’s commitment to being a reliable partner on the road, ensuring safety and efficiency.
GTR’s imagery emphasizes its commitment to quality and performance. 3D dynamic Tyre Demo, Innovation Center, depicting German Technology, tested in Japan & Europe, dynamic road scenes, and the interplay of tyres with diverse terrains underline GTR’s promise of reliability and excellence.
Web Design & E-commerce
A radically new purpose-centered experience for the GTR website.The digital transformation of GTR was significant, with a revamped website offering a sleek, dynamic aesthetic without losing the brand’s essence.
The website’s modern architecture made it user-friendly, allowing easy navigation through tyre types, 3D Tyre angles and designs.
Brand Communications
Our communication strategy for GTR was meticulously crafted to mirror the brand’s commitment to excellence and its promise of being a reliable journey partner. From captivating storytelling to immersive digital campaigns, every touchpoint was designed to resonate with the brand’s core philosophy.
The narrative, “The Generation of Achievers,” encapsulates GTR’s vision of empowering individuals in their journeys, ensuring they reach their destinations safely and efficiently. Through strategic content placements, engaging visuals, and compelling narratives, we ensured GTR’s voice was heard, understood, and appreciated.
The brand’s association with Peshawar Zalmi, a leading franchise of the Pakistan Super League, further solidified its position, providing a platform for young cricket players to showcase their talent.
Achieving The Unachieved
Bringing “Generation Of Achievers” to Life
In collaboration with Brand Culture Network and our strategic alliance partners, we embarked on a journey to redefine GTR’s narrative. This wasn’t just a rebranding exercise; it was a mission to craft a story that resonated deeply with the aspirations of today’s youth.
Our efforts culminated in the “Generation Of Achievers” platform, a testament to GTR’s commitment to empowering journeys and dreams. But the story doesn’t end here. We invite you to delve deeper to truly appreciate the depth of our dedication, the challenges faced, and the triumphant rebirth of the iconic GTR brand.
For an immersive experience, including the commercial, anthem, and manifesto videos that bring our vision to life, discover the full narrative and the minds behind this transformation at Brand Culture Network’s Portfolio.
Corporate Identity
Stationary
Labels
3D Tyres
Brand Purpose
Manifesto
Key Visuals
TVC
OOH Digital
Print ADS
OOH Traditional
Annual Report & Catalogue
Social
Website
Discover the GTR Tyre Thematic Launch, a testament to our collaboration as a proud partner of the Brand Culture Network, A Brand-First Marcom Network.
