Branding
Creative Direction
Identity Development
Packaging
Alexander Schakel
Classic quality, Modern performance
World of Racing
By focusing on the heydays of vintage 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 Mobile 1. To strengthen this message further we fashioned the slogan ‘Classic Quality, Modern Performance’ and knighted the company with its iconic name, in honour of the legendary racer Stirling Moss.
Colors and shapes
It’s easy to get lost between all the series and its specs. Numbers and words alone are simply not going to cut it. Therefore we’ve developed a sophisticated color and shape palet. Colours derived from famous racing tracks like Hockenheim, Spa and Monza are paired up to mark Stirlings’ series and make them stand out from each other. The same goes for the viscosity specs. Blue and purple indicate low and high temperature and the thickness is indicated with a circle, dodecagon, decagon, octagon or hexagon. Added to the exact specs it becomes a clear and rock solid methodology.
Clean grids
A bold visual identity and a clean, informative design grid allowed us to make the entire product range future proof. It was our goal to create maximum impact with minimal investment, using standard cans and stripping them back as much as possible. As a result Stirlings could be positioned as something completely unique and different from the rest of the market. Nowadays, Stirlings is a well-established brand, continuing to break boundaries, whilst being sold at numerous locations worldwide.