ARAS Racing
Client
Aras Racing
Industry
Automotive
Year
2025
Duration
1 Month
(01)
Project overview.
Aras Racing is a performance-oriented synthetic engine oil brand targeting automotive enthusiasts and performance-driven drivers. LeapUp Media & Event was engaged to rebuild the brand from the ground up, focusing on identity, positioning, and packaging clarity to elevate Aras Racing into a credible, premium performance label.
(02)
Challenge.
Despite having a technically solid product, Aras Racing faced several brand challenges:
Lack of a clear brand identity and visual direction
Packaging that did not reflect performance credibility
Difficulty differentiating across oil specifications and use cases
Brand perception leaned toward generic OEM, not performance-driven
As a result, the product struggled to communicate why it mattered to its target audience.
(03)
Result.
LeapUp Media & Event approached Aras Racing with a brand-first strategy.
We:
Repositioned Aras Racing as a performance-focused, motorsport-inspired brand
Designed a new visual language rooted in Japanese racing culture and engineering precision
Restructured packaging across 1L and 4L formats for clarity, hierarchy, and shelf impact
Translated technical oil specifications into clear, consumer-understandable design cues
Every design decision was intentional — balancing engineering trust with racing emotion.
(04 Projects)
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