Follow the arrow to essential

Dacia, a brand that makes a new idea of the essential resonate.

Among Europe’s most popular automotive brands, Dacia wanted to support its move upmarket by shifting from a “low-cost” image to a stronger promise: offering the essentials, without the unnecessary. To support this repositioning and accelerate its transition to 100% digital communication, Carré Noir created a new brand territory guided by a simple idea: “Follow the arrow to the essential.”

The challenge was to preserve what makes Dacia strong while giving it a more contemporary expression. The identity showcases authentic people, simple moments shared with family and friends, and an outdoor lifestyle aligned with today’s aspirations.

Green becomes the brand’s signature colour, while a system of arrows derived from the logo naturally guides audiences towards essential information and structures the entire digital experience.

This work supports a genuine shift in perception: from an accessible car brand to a brand embodying a distinctive lifestyle territory. A transformation widely embraced by both consumers and employees, resonating with a renewed desire for freedom, escape and simplicity.

Awards:

• GOLD Award for “Dacia, tout simplement” in the Sound Design / Brand Identity category
• GOLD Award for “Dacia Block” in the Visual Identity / Typography category
• SILVER Award for “Dacia Global Brand Expression” in the Global Brand Design category