Logo and identity design for air-cooled engine oil brand

The founders of SpecApp had created something truly unique—the first engine oil specifically formulated for vintage air-cooled engines—but their DIY logo wasn't doing their innovation justice. I helped them articulate why their product was essential for classic car enthusiasts, then created a visual identity that captured both the functional qualities and vintage California cool they wanted. The rebrand immediately elevated their presence in the collector community, and even helped them secure a major acquisition meeting with a national automotive retailer.

This project was created in partnership with Aaron Johnson (co-designer) and Steve Hendershot (writer).

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.