Classic Werks

Overview

I partnered with Classic Werks, a custom auto shop and lifestyle brand built around the air-cooled Volkswagen community and vintage car culture. My roles included branding, illustration, and product design, helping the shop translate its distinct personality into a recognizable identity and extend it across merchandise, collateral, and digital channels.
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The Challenge

Classic Werks set out to be more than a repair shop. With a motto of “Rebuilt to drive, not decorate”, the founders wanted a brand that celebrated the grit, individuality, and everyday driveability of their builds. They preferred the term refurbish over restore—capturing the idea of cars with character rather than pristine museum pieces. The challenge was to translate this philosophy into a brand identity that resonated with enthusiasts and felt at home in both the garage and the broader lifestyle space.
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The Approach

I designed a visual identity rooted in custom illustration and handcrafted details that echoed the culture of tinkering, rebuilding, and reimagining. The branding leaned into bold typography, vintage-inspired linework, and iconography pulled from VW culture. Working closely with the client, I developed logos, apparel graphics, and supporting visuals that could scale from garage signage to T-shirts and accessories, always keeping the brand’s motto and character-driven ethos at the core.
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The Solution

The resulting brand identity positioned Classic Werks as more than a service provider—it became a lifestyle statement. From apparel and promotional materials to branded graphics for events and community engagement, the designs gave fans something to wear, share, and rally around.

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The Outcome

The project demonstrated how branding infused with personality can turn a niche business into a cultural marker. For me, it was an opportunity to combine strategic creative direction with hands-on craft, producing work that felt as authentic and full of character as the cars themselves.

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