Dacia Iconography
How Europe's best-selling car found its visual soul.
THE CONTEXT
Dacia had already done the hard part: building a product that proved affordable and premium are not opposites. The Bigster, Duster, the Spring, each challenged what a car at that price point could be. But a great product without a visual language to match leaves brand equity on the table.
THE CHALLENGE
The brief wasn't to make Dacia look expensive. It was to make it look intentional. To build a visual territory as confident and clear as the product itself: real, free, connected to nature, and free of pretension.
THE SOLUTION
We established an iconography rooted in real life and real places . Norway. Los Angeles. Marseille. Cape Town. Not studio sets, not aspirational fantasy. Locations that felt earned, not borrowed. A color palette, casting approach, lighting language, and compositional logic that could travel across 40+ markets without losing its character.
THE OUTCOME
The result was a visual territory strong enough to carry a rebrand. Not just a campaign look, but a system. One that helped shift Dacia's perception from cheap to chosen.
DACIA BIGSTER
Nørway
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64° 34' 41.91" N
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17° 53' 17.65" E
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Nørway • 64° 34' 41.91" N • 17° 53' 17.65" E •
DACIA SANDERO STEPWAY
Marseille
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43° 17' 47" N
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5° 22' 12" E
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Marseille • 43° 17' 47" N • 5° 22' 12" E •
DACIA SPRING
Los Angeles
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34°03′00.00″ N
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118°15′00.00″ W
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Los Angeles • 34°03′00.00″ N • 118°15′00.00″ W •
DACIA DUSTER
Cape Town
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33° 55' 33.02" S
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18° 25' 23.59" E
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Cape Town • 33° 55' 33.02" S • 18° 25' 23.59" E •
Created with Paul Jeannin, Nicolas Poirier, Benjamin Lagouche, Laurent Picard, Gabriel Gherca and Romulus Petcan.
Photographers: Frederic Schlosser, He&Me, BAM, Sebastien Staub.