Bar Honda / F1 Racing
This was a huge project supported by a small team. We were challenged to create a radical and distinctive expression for the B.A.R Honda F1 team, focusing on the lucky strike brand sponsorship. The task was to create a strong brand presence across all communications, ensuring complete consistency regardless of restriction. We started by evolving the traditional Lucky Strike identity into a more complete, dynamic and expressive form. The Logo was deconstructed to adapt to advertising restrictions. This was then built into the car livery, team wear, lifestyle merchandise, various events
and track side branding. The result helped achieve real stand out and recognition for the brand in an over crowded sponsorship environment.