Baja Built
Brief
With a background in rally racing, including 15 major rally wins & trophies, the Baja Team asked our team to create a brand that embodies the mavericks, the outlaws and the renegades. They wanted a brand that speaks to the adventure seekers and those who dare to do things differently.
Challenge
We had to create a distinct brand that stands out as premium, yet personifies the tough and extreme nature of its products. The years of innovation, research and testing had to be carried by a strong identity, that carries the bold claims of the brand.
Solution
We developed an identity with a bold monogram that worked well across the brand touchpoints, from digital applications to engraving on the wheels. The design system was strengthened by a unique colour system and typestyle that differentiated the brand in the category.
The Results
The brand was launched with great success in the United Arab Emirates and USA with customers loving both its looks and functionality of its products. They have also teamed up with the YouTube channel Lite Brite Nation, embarking on an exciting journey of innovation, design, and thorough testing of the Baja Built Race Wheels lineup.
Project Included
Identity design | Guideline | Packaging | Animation