The Brief.

Position the new MINI Countryman as the new MINI that offers practicality, without compromising on it's fun, cheeky side whilst on route to maturity.

The Answer.

A new look and feel branding, that differentiated the MINI Countryman from previous MINI models.

The MINI keyline takes people on a MINI Countryman journey through the cars natural landscapes, whilst graphical light boxes unpack key benefits of the new MINI Countryman.

A launch event was held at the T-Building, Plant Oxford.

MINI's Head of Design, and designer of the Countryman, Gert Hildebrand attended as well as key MINI club representatives, MINI magazine press and car opinion formers/bloggers.