OVERVIEW

Brand identity and merchandise system for a Temecula, California–based hot rod manufacturer rooted in classic American car culture.

The goal was to create a bold, timeless identity that would feel authentic to the hot rod community while remaining flexible enough for modern applications across apparel, promotional materials, and branded goods.

CONCEPT & DIRECTION

The visual direction draws heavily from vintage automotive insignias, racing emblems, and traditional Americana motifs. The steering wheel icon acts as the central symbol of craftsmanship, control, and mechanical precision, while the circular badge format reinforces heritage and collectability.

Laurel elements and strong serif typography were incorporated to evoke legacy, pride, and performance culture commonly associated with custom-built vehicles and garage brands.

EXECUTION

A cohesive visual system was developed including primary and secondary logo variations, badge-style marks, apparel-ready graphics, and adaptable layouts for merchandise and promotional use.

The identity was intentionally designed for high-impact single-color applications to ensure versatility across screen printing, embroidery, decals, and vehicle branding.

ROLE

Brand Identity Design, Visual System Development, Apparel Graphics, and Merchandise Direction.