Fix

FP Racing is a trusted space for people who don't just own a car, but live the experience of caring for and enjoying it as a significant part of their lives. As part of their value proposition, they needed an iconic brand in their portfolio to compete with the high-quality products they import. At Sentido, we immediately saw the opportunity: imported brands are flat and informative; they focus on the product while neglecting identity. Fix had to be different; it had to naturally become a part of car lovers' lives through design.

The client's team arrived with a clear idea—as well as plenty of enthusiasm—a high-quality product, and a great name: Fix. Simple, direct, and phonetically appealing. What we did was express this name by fully connecting it to the 'specialized' automotive world through an unmistakable logo, designed from its inception to stand out boldly on the packaging. The color palette is highly focused, and the system's typography complements the bold spirit we wanted to instill in this brand.