Renowned globally for its racing heritage and premium automotive lubricants, ELF aimed to transform its servicing workshop identity. Moving away from clinical, purely commercial service centers, the brand needed to establish a distinct narrative separate from its corporate sister brand, Total. ELF sought to embody a passion-driven, adventurous spirit for motoring enthusiasts, but required an updated spatial and visual identity to elevate the car care experience across diverse global franchise locations.
We set out to turn clinical automotive service centers into an inspiring, passion-driven environment. Our goal was to articulate ELF’s racing heritage and adventurous spirit through a character-rich, premium visual identity, while delivering a flexible architecture adaptable to varying franchisee footprints, budgets, and regional market dynamics.
A scalable spatial concept designed for motoring enthusiasts.
We began by conducting global brand audits to establish a strategic narrative centered on automotive passion, heritage, and adventure. Using this positioning, we defined the naming conventions, visual identity, and spatial language for the redesigned workshops.
Our team mapped the complete customer journey across every tactile and visual touchpoint, including:
To enable global rollout, we engineered a modular spatial toolkit adaptable to different partner footprints, operational requirements, and budget tiers. Finally, we authored comprehensive design and implementation guidelines to enforce brand consistency across worldwide franchise locations.
