Project Overview
In late 2022, I had the opportunity of proposing a branding concept for a unique automobile consignment business, specializing exclusively in European vintage cars from the late '80s through the '90s to the early 2000s (especially Mercedez-Benzs & BMWs. This consignment envisioned a modern-vintage aesthetic for its visual branding to more effectively engage younger audiences on social media platforms. Beyond functioning as a consignment, it also ventured into auto garage for vintage cars. This approach not only allows the garage an opportunity to repair and refurbish them, enhancing their longevity and appeal, but also facilitates the acquisition of these timeless automobiles.
Paying Homage
The brand name draws inspiration from the word "culture," incorporating a blend of English and Indonesian influences, with a nod to historical Indonesian spelling by creatively combining the letters 'T' and 'J', which phonetically mimic the sound of 'C' (read: "che" in English). This choice resonates particularly well with Indonesian youth today, those who now possess the purchasing power to own a vehicle and are increasingly drawn to vintage cars. These vehicles offer a tangible connection to nostalgia, vintage charm, and attributes highly valued by this demographic. Moreover, with proper maintenance, these cars can surpass their expected lifespan, underscoring the garage's pivotal role.
Collaboration
The owners express a desire to infuse their logo with visual elements of Americana culture, reminiscent of logos of iconic brands like Coca-Cola and Krispy Kreme. We combine their suggestions with inspirations taken from vintage car advertisements, characterized by a distinctive, simplistic style which blends car photography & type that allows the copy to take center stage. With its simplicity we're hoping this identity to be easy to apply. This stylistic direction aims to capture the essence of classic branding while appealing to the nostalgic sensibilities and contemporary aspirations of their target market.
