Outback

(Subaru)

Problem.

In a category with very strong personality names like Explorer, Pathfinder, and Cherokee, Subaru needed a name that would stand out and be difficult to forget.

Solution.

Give them something to think about. In a world of Western-themed auto brands, Lexicon’s strategy was to be different. The result, Outback, took inspiration from Australia and created a unique brand personality and experience.