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Creating road-worthy new brands


Bapcor needed help to develop distinct brands across for their exciting new automotive products, and update their existing products to stand out and show quality in a competitive market.

Whippet was tasked with creating these unique brands. With some research, expertise and honest elbow-grease, we developed a fleet of new brand identities carefully considered to be memorable, eye-catching and connect with the car-loving customer.

We began with Chicane; capturing the ready-to-race feeling of speed for a suite of professional-level mechanic’s tools. Around the bend came Streetwize for the everyday needs of car-lovers and Vyking Force evoking rugged strength & durability. We revamped Garage Tough, gave Motospray a fresh lick of paint and spruced up Rough Country, the innovative brand for 4WDers who love off-road exploration. Each of these brands demanded a unique strategy and positioning, to make sure they were roadworthy and ready to win in their market.

We start with brand strategy, defining the USP and positioning. Next, research and immersion: we learn everything about brand and design in the category, including competitors and best practice. Design territories are mapped out, look and feel moodboards build that visual story, and we find the ideal name that will capture the attention of the target customer. Guided by the brand strategy, we take a few laps on the logo development to reach the perfect design, exploring packaging concepts and then creating mockups to test the look and feel at store level.

Finally, we rolled out with comprehensive brand style guidelines and a full asset library to give Bapcor’s own internal studio the know-how and resources to create a suite of products and packaging. That way, their designers can align each product perfectly with the brand so it makes an impact on store shelves.


“The team at Whippet have consistently delivered at a very high standard for Bapcor, delivering project upon project, on budget and on point. Their creative and strategic process in collaboration with our team has delivered fantastic results in market and we could not be happier with our relationship.”

Richard Wood
General Manager – Private Label


The project covered


Branding strategy | Brand creation | Visual identity | Packaging design | Design asset creation | Brand Guidelines

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