Bentley

Bentley challenged FutureBrand to help them better understand the emerging global luxury consumer and redefine how Bentley looks, feels, and communicates with them. Bentley is regarded as one of the world’s finest luxury automotive brands and a true British classic. The brand was planning significant growth in the coming years. Updating their global brand DNA was a key part of the new journey, Bentley needed to target new markets that did not understand its heritage. They needed a redefined brand that was fit for purpose. We chose to no longer follow the super-premium car sector and instead, find a new peer group amongst the world’s best luxury brands. FutureBrand set the ambition with Bentley to be listed within the top five global luxury brands by 2020.

We delivered an award-winning reception at Crewe and completely overhauled the retail design for over 250 dealers around the world. Further collaboration led to the ‘Bentley Boutique’ and a show-stopping Motorshow design. We have also helped Bentley find new confidence by introducing ways to extend their brand and profile. The St Regis Suite in New York, Pankhurst Barbers in Mayfair and the introduction of an exclusive range of luxury handbags demonstrates their determination to become a true luxury brand and open new conversations with different super high net worth customers.