Liquid worked closely with The Licensing Company to define and develop a brand architecture for Jeep branded products that captured the diverse qualities of the Jeep brand, and would create opportunities for branded product development in categories ranging from apparel to consumer electronics. Ultimately, we settled on four sub-brands, each designed to appeal to a different market segment, and developed visual styles as well as templates for packaging systems and traditional as well as digital marketing tools. The core deliverables of the licensing initiative were a set of guidelines by sub-brand for product development, packaging and merchandising used globally by Jeep merchandise partners and resellers.