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No Compromise - The Iconic Car Design

What started as an eccentric idea, became the very definition of Quesnay as a company.

- Kristian Soelberg Nilsen, Consulting Trainee

It all began in May 2018, when Philip, Erik and Marius had been out shopping and ended up with one of the most offbeat car designs in recent years; the small electric Volkswagen E-up. Philip was probably the merriest one. He was already a devoted Volkswagen fan as an owner of the group´s sporty alibi – the Porsche 911 G-series. Intoxicated with happiness, Philip came up with the idea that we should use, not only the E-up, but both of these distinctive platforms to express Quesnay. 

After this revolutionary idea, the requirements were quickly set. Besides giving Quesnay the quality and boutique appeal it deserved, the design had to give an edge to the Volkswagen heritage. In our case; stretching from the classic Porsche 911 to the futuristic VW E-up. What was expected to be a simple Quesnay logo patched on the E-up, sent us back to the creative table – to commence on a totally new design. 

It’s a collaboration

Marius involved Marie, one of Quesnay’s most experienced visual designers, and asked me to join the team. We were so excited about the project and it didn’t take us long to make up our minds.

Kristian, Philip and Marie in the process of sketching the bold decal design.
Kristian, Philip and Marie in the process of sketching the bold decal design.

 

We were honest with Philip up front, letting him know that this would be our first car design. As a result, there would be a massive learning curve as we translated what was basically his darling dream car – into something that could easily end up being a tacky, rolling billboard. Surprisingly, he was okay with that and was incredibly trusting throughout the process. We could finally get down to the real work. 

“We approached the work with the sense that Quesnay’s first custom-made car decal designs had to look spectacular”

From the outset, we approached the work with the sense that Quesnay’s first custom-made car decal designs had to be spectacular. We put all our effort into it, knowing that we could use Philip’s darling car to prove our point. What could possibly go wrong when trying to improve a design icon?! 

Down among the details

The strategy was to use some of the classic Porsche-design in a way that would attract attention, but in a positive manner.

Quesnay's characteristic pink color is hard to miss.
Quesnay's characteristic pink color is hard to miss.

 

From early on, Marie suggested to use Quesnay’s characteristic pink color. The challenge was to keep the Porsche-look when combining the different lines and colors without creating a complete disaster. Marie sketched up a design, carefully referencing the sporty appeal, but the spirit of our brand soon took over. It ended up far from where we had started: bigger, bolder and pinker. With an anxious tone, we carefully asked Philip and Marius to join us for a minute to show them our design. It was a relief to hear both of them say; “Marie and Kristian, if you love it, we love it”. 

“Marie and Kristian, if you love it, we love it”

Finally, we sent both cars to our friends at the decal workshop, knowing that not all work is done best in-house. After a couple of weeks, they were both parked in front of the office at Tåsen. We all looked each other with big smiles, knowing that this work doubtlessly represents the philosophy that we hold onto at Quesnay today – breaking down barriers with uncompromising dedication and integrity.

All in all, the result turned out to be a great success - leaving no heads unturned.
All in all, the result turned out to be a great success - leaving no heads unturned.

Securities Disrupted '18

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