2022 - Ongoing
Brand strategy
Identity design
Titia Hahne
Joey van Dongen

Creating a legendary lubricants brand.

Stirlings is a new top oil manufacturer for the automotive industry. An industry known for its cliches and the endless clamour from engines and excited spectators. Containr Affairs decided to help Stirlings emerge from the noise by breaking stereotypes and pushing boundaries.

World of Racing

By focusing on the heydays of racing, we were able to create a completely different universe and associated lifestyle for a competitive brand competing with the big boys such as Castrol, Valvoline and Mobil 1. To strengthen this message further we knighted the company with its iconic name, in honour of the legendary racer Stirling Moss. The essence of Stirlings is summed up in a two-word slogan: ‘Legendary Lubricants’.


Although the iconic name suggests differently, Stirlings is a Dutch company and very proud of it. The round seal depicting the Dutch lion in the middle and draped with ‘Made in Holland’ is shown on all products. In a way it acts as a sign of approval being a solid and trustworthy product.

Level up: Be the racer

Identifying with the racing universe and having an iconic name is not enough. If you talk the talk, you have to walk the walk. In a bold move to take the world by storm, Stirlings announced its commitment to competitive racing by starting a racing team in December 2021. Not just an ordinary team, but one that propels the performance of young racing talent. Built on the success of Stirlings Oil Company and guided by racing legends, young talents can chase their ambitions.

More than just a team

We were appointed to create the concept which was simple. Stirlings racing team provides the seats and suits so youngsters from various disciplines, competitions and countries across the globe can enter and fulfil their dreams. But this is more than a team. It’s an editorial brand platform that activates a new community of like minded racing fans while unlocking the mission to make our lubricants legendary worldwide. And most of all, it creates engaging individual and team stories interesting for clients, the industry, investors and consumers.

A partner to make your mission reality.


We are Containr Affairs, an office for strategy and branding. Our team of creatives think, make and build for bright entrepreneurs and marketing executives who want to take the lead and change the face of the boardroom. Whatever position your brand is currently in, we help you identify where to go next.

Acclaimed for three practice areas, we work as follows:

Compass. We start by researching cultural shifts that map out the universe your business plays in and how this affects your actions. We connect with your ambitions through conversation before (re)shaping your brand fundamentals, which will lead to clarity, underline culture and foster your ambitions.

Creation. Your brand is a sum of all parts. How it looks and feels. How it talks and sounds, and how it tastes and smells. In this phase we bring fundamentals to life and create you a proper stage performance. Our studio executes creativity without boundaries, to make sure your story is admired on paper, on screen and in-store.

Content. For brands who need to stay relevant on a daily basis, our studio offers high quality and fast production of brand journalism, imagery and graphic design across all channels.

Since 2001 we have delivered results for bars, bodegas and boutique hotels, beer, booze and beverage brands, buildings and building companies, beauty brands and bespoke perfume houses. With most of our clients we have built lasting relationships. Others even became partners in business.

Talk to us about your next move.


Packaging · Brand strategy · Brand activation · Brand creation · Brand journalism · Identity design · Brand transformation · Branding · Concepting · Digital design · Imagery production · Spatial design · Web development

For further inquiries feel free to contact us at

Contaínr Affaìrs
Goudsesingel 208
3011 KD Rotterdam
The Netherlands
+31 10 42 54 997