Yokohama Tires, the Global behemoth from Japan had acquired ATG tires globally which had prominent regional sub-brands Alliance, Galaxy, and Primex in US & European markets.
The task was to simplify this complex brand structure, create a unified brand guideline for the Global brand Yokohama while keeping the due weightage to individual legacy brands.
We conducted multiple stakeholder interviews with senior management from across global markets to understand the brand character, personality, and prominence of each brand in each market. Subsequently, we decoded Yokohama’s character and tried to align the ATG brands with Yokohama’s architecture.
The simplified brand manual is the testimony to the complex architecture and challenges each brand had and the way we solved them while keeping it crisp and relevant for the digital age and future needs.