CEAT (Cavi Elettrici e Affini Torino) ltd., the flagship company of RPG Enterprises, was established in 1924 in Turin. Today, CEAT is one of India’s tyre manufacturers and has presence in global markets. CEAT produces over 165 million tyres a year and offers tyres to all segments and manufactures radials for: trucks and buses, light commercial vehicles, earthmovers, forklifts, tractors, trailers, cars and much more.
For their Global Exhibition, CEAT wanted to play up their heritage in a contemptary and powerful fashion. They wanted their story to be told right from the inception to multiple accomplishments achieved throughout their journey globally to the facilitator that they are for many people in the current day and age.
With this brief in mind and an open hand, we worked on it from scratch and developed the illustration styles, art direction, styling, sound and motion.