LUXURY PRODUCT BRANDING
Our involvement in 1221 Wheels is twofold. Tom designs and engineers the wheels. During early development meetings, he brought Wendy in for brand consulting.
The earliest concept was a lifestyle brand, targeting drivers in the Audi and BMW price range (with Porsche owners at the high end). The decision was later made to focus on luxury cars and exotics. Ferrari, Lamborghini, McLaren, and even Bugatti owners fill this demographic.
Working together to create a look that would reflect both the technical and artistic natures of the design and manufacturing process, we set out to create a concept suitable for engraving, as well as print and digital applications.
IDEATION & IDENTITY
We wanted to emphasize the palindrome of the numbers 1221. (A palindrome is simply a word that can be read backwards and forwards.)
Rotating on a wheel, the name also offered the perfect opportunity to create an ambigram.
(An ambigram is a word or symbol that can be read from a different orientation or perspective.)
Clean lines and modular styling gave the 1221 logo a technical style with an artistic nuance of rotational functionality.
While that may seem a lofty goal, these brand promises were delivered with the very first set of wheels machined:
- Proprietary materials / new aluminum alloy
- Unheard of runout tolerances
- Innovative finishes
- Fastest industry turnaround times
The idea to utilize pipelines to differentiate the present and past tense forms of each verb was purposeful: it denotes what has been done (past tense) and what is being done (present tense.)
Here are a few of the tangible associations with each word:
use of new materials + finishes
6″ full-machined mini-wheels for marketing
new, stronger aluminum alloys
proprietary manufacturing techniques
durable finishes that cut weight
demonstrably superior end product
about those runout tolerances (click + scroll)
philosophy of increasingly raising the bar
While the following are only a partial representation of the 1221 core values, they represent the team’s commitment to product perfection.
Check out what 1221 Wheels is up to.