Saatchi & Saatchi Design has picked up a 1m contract to create the brochure and collateral material for the launch of Toyota’s new smaller car, the Yaris.
The consultancy won the work after a paid pitch against incumbent Plum and a Brussels group. It is its first job for Toyota. “We are hoping to use this as a leverage point to develop our relationship further,” says S&S Design creative director David Slater.
The Yaris has been designed at Toyota’s European design studio in Brussels. “The non-conformist exterior of the Yaris is a result of the vehicle having been designed from the inside out,” according to an S&S Design spokesman.
“The Yaris is expected to be a trendsetter in the European small car segment by offering unprecedented interior space and ergonomics in a stylish, modern package,” he adds.
The catalogue will go live in January when the car launches. It will break with convention, says Slater, avoiding “the archetypal cheesy, happy family picnics in favour of modernity, contemporary type and colour”.
The consultancy will also create guidelines for producing the brochure locally in different languages.
The logo for the car was worked up in Japan.