BMC Tugra
Heavy Truck Family, 2018
“As a team, I believe we managed to fuse an old culture with a unique and very inspiring approach.”
Cohesive brand DNA across the product range
Cohesive brand DNA across the product range
Designed as part of a cohesive brand language study, the truck series introduced core identity elements that would be consistently carried across future models. The front design, graphic details, and surfaces were structured to form brand DNA. This work formed a base for the vehicles we later designed for BMC.
Extensive exploration.
Extensive exploration.
Through an extensive exploration of exterior, interior and detail sketches, the product’s distinctive form language and identity elements were defined. This iterative process allowed us to capture key differentiators while ensuring coherence within the brand framework.
Extensive exploration.
Extensive exploration.
Through an extensive exploration of exterior, interior and detail sketches, the product’s distinctive form language and identity elements were defined. This iterative process allowed us to capture key differentiators while ensuring coherence within the brand framework.
Meticulously detailed.
Meticulously detailed.
One design approach was selected through meticulous attention to detail and finalized after iteration through draft 3d design alternatives.
