SPOOX’s New Brand Identity by Intimation Showcases Motorsport Precision and Style

SPOOX is a well-known brand within the performance Peugeot and Citroen worlds, specifically within race, rally and time attack disciplines, and has created a strong reputation by providing exceptional quality products and services to its customers in the UK and beyond. The equity in the brand was undoubtedly strong in the minds of its core audience, but the existing identity didn’t reflect the brand’s position and reputation. Through a review of the current identity, we found that there were also a lot of inconsistencies with a range of different logos and devices being applied across a wide range of touchpoints. We initially identified a brand persona through a definition phase which then influenced the brand development side of the project. The key traits of the brand were identified as