SomeOne has created the brand for Australia’s first hypercar and the rebirth of a historic name in motorsport racing — Brabham.
With strategy created by VCCP, and brand and creative realisation by SomeOne, the Brabham brand launch sees the compelling combination of strategy, brand and communications from the two agencies.
Launched on May 2nd, the Brabham BT62 will be a limited release of just 70 cars and cost the lucky few $1.8 million. The project is the next step for a racing dynasty that began 70 years ago with F1 great Jack Brabham and is today continued by his son, race driver and company founder, David Brabham.
Like the car, the brand is infused with the winning Brabham DNA, leveraging features from a 70 year heritage and blending this with a new age attitude appropriate for a track-focussed hypercar ‘that will truly test driver’s abilities behind the wheel’ — not something for the faint-hearted.
Every element of the brand is connected to a part of the Brabham story. The new symbol draws from the ‘hissing sid’ of the 90s race team and the Repco-V associated with the team in earlier years. Meanwhile, the wordmark and colour palette look to contemporise classic elements of Brabham history.
With a strong history behind the Brabham name, and the groundbreaking engineering that’s been achieved through the BT62, we needed to create a brand that could honour both sides of the new story. Rich with heritage, while dynamic and progressive to represent the new experience for those who will have the opportunity to get behind the wheel.
Typography and colour have been combined to bring the bold, fearless personality and tone of voice to the forefront of the brand. And the gold racing stripe, inspired by the original Brabham racing car design, becomes a flexible asset that is used in a number of ways, as the thread to deliver the brand story across all comms.
We wanted to make sure the brand had the depth and craft to deliver a unique and VERY exclusive customer experience.
Flexible across an array of applications, from the Brabham showroom experience to the smallest of touchpoints — like the headrest of the car. A brand that is bold, defiant and understated confidence.
The Brabham BT62 is the first release for Brabham Automotive that will see the brand both on the track and the road.
Success will be Brabham supercars on the road, winning Le Mans and the World Endurance Championship.