Arquus
→ Rebuilding a storied warrior

In 2018, Volvo Group planned to divest subsidiary brand Renault Trucks Defence amid growing geostrategic complexity and evolving customer needs. The Group decided to consolidate Renault Trucks, ACMAT mobility vehicles, and Panhard's Light trucks under a new standalone venture. Our challenge was to develop a brand representing this consolidation while honoring the group's century-old legacy of craftsmanship and innovation.

After establishing the name Arquus – derived from the Latin words 'equus' and 'arma,' meaning "The warhorse" – we created a brand blending ancient Greek mythology with contemporary utilitarian modernism. The result projected a dark, brooding, enigmatic aura that commanded both fear and reverence. This identity extended across numerous touchpoints, from 15 individual fleet vehicle videos and brochures to a confidential NPD launch video at the industry's premier trade show.

*The new brand achieved a 95% satisfaction rating in a 2,500-person survey covering customers and internal staff.