Fuel

Deliverables: Brand Identity | Art Direction

Fuel is a BMW refinishing/modernizing company that restomods vintage BMW vehicles. Translation, they make old BMW’s look and drive like new. 

We partnered with them to create branding that was suitable for web, print, patches, and apparel. Their desire was to have an identity that represents the dichotomy of melding modern, technology, and older analog vehicles. The colors and mark are an ode to the classic BMW racing styling that has made them one of the most popular sports cars in the world.