Logo and identity design for air-cooled engine oil brand

The owners of SpecApp, the first custom engine oil for vintage air-cooled engines, were unsatisfied with early versions of their logo they attempted to create on their own. With growing grassroots interest in their one-of-a-kind product, they needed a visual identity and message to elevate their brand presence, appealing to classic car owners nationwide.

I helped them identify their ideal customers and position their product as the only solution specifically made to address the overheating issues of air-cooled engines. My team then applied this strategy to their design and messaging, adding a vintage California vibe that the owners wanted. The result was an identity that combined a clear value proposition with a cool factor, making it easy to connect SpecApp with their audience.

This project was created in partnership with my talented collaborators, Aaron Johnson (co-design) and Steve Hendershot (writing).

Oil bottle label design

We designed a custom-sized label for SpecApp that wrapped around the spine like a book cover. This allowed the bottles to be stored on shelves with their spine facing out, making it ideal for event booths with small display areas.

SpecApp brand color palette

Each SpecApp color was inspired by automobile paint colors from the VW catalog (pre 1979).

Extracting the heart of SpecApp

“Nathan and his team's process was deliberate and intentional at extracting the heart of our business and translating that into branding and messaging. Each step of the way was smooth and executed with excellence and the utmost professionalism. We couldn’t be happier with the result.”

ALEJANDRA KOTTKE
Co-founder, SpecApp

SpecApp "quick pitch"

Owners of classic VWs and Porsches live for the hot summer days when they can hit the open road with their prized possessions. But those are also the precise conditions when a vintage air-cooled engine is most at risk of damage and breakdown due to overheating—sidelining both you and your car. That’s why we created SpecApp: the only custom engine oil designed expressly to keep you on the road and worry-free, with your air-cooled classic running in top form.

SpecApp. Keep it cool.