An automotive apparel brand created from nothing: strategy, identity, product, production, content and a Shopify storefront.
- What we did
- Brand creation, Identity, Product, Production, Shopify, Content
The problem
Car-culture apparel is crowded with sweepstakes brands and mass-produced graphics. Standing out meant meaning something to people who actually drive.
The idea
A mantra instead of a slogan, "Driven. Relentless. Perpetual.", carried by limited releases, story-driven artwork and community events.
The work
An L and M combined into a mark of perpetual motion that reads the same upside down, a custom typeface, sub-brands like Leges Motus Racing and CultR, edition-based Mantra Marks, the Broken Dreams collection, and the AXIO concept car with a reference system that keeps it consistent across shoots and video. AI-assisted workflows run through production and content.
The result
A working direct-to-consumer brand with products in market, in-house production, a Shopify storefront, a growing content system and an expanding audience.
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