WOLF-EIKE GALLE

2022+ Genesis (new product brand development)

Project

Project NEOLUN was the first real venture into a new luxury segment for Genesis, the ambitious premium brand of Hyundai Motor Group. Both the product name and its narrative therefore needed a meaningful origin and strong symbolic value.

Approach

Drawing on Korea’s deep cultural relationship with the moon and the centuries-old craft of the moon jar, the story of the new moon is captured in the name and narrative concept of NEOLUN.

Result

Consistency from concept to production: NEOLUN lives on in the flagship GV90 Neolun

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