Logo and identity design for engine oil brand

I partnered with my (soon-to-be) business partner, Aaron Johnson, to create the logo and identity design for SpecApp—the first custom engine oil for vintage air cooled engines. We also developed their brand messaging and value statement using the StoryBrand framework. Steve Hendershot partnered with us for the writing.

Oil bottle label design

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

Custom type and repeating pattern

SpecApp value statement

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.