Forester

(Subaru)

Problem.

Subaru wanted a name to launch themselves into the explosive SUV market and leverage the popularity of its Outback sedan.

Solution.

Forester expresses the idea of freedom, utility, and know-how – all crucial characteristics in the category. It signals ‘larger’ in a way that works with Subaru’s audience of unconventional outdoor enthusiasts. Today, the Subaru Forester is one of the top 10 best-selling SUVs in America.