Petrol Heads Garage
A motorsport-inspired restaurant brand created for life at the racetrack, capturing the energy, atmosphere, and culture of racing to create a destination for drivers, spectators, mechanics, and automotive enthusiasts alike.
DESIGN | Branding, Packaging, Illustration
A motorsport-inspired restaurant brand created for life at the racetrack.
The Petrol Heads Garage brand was designed to capture the energy, noise, and atmosphere of life at the racetrack. Located within a functioning racing circuit, the restaurant was conceived as more than just a place to eat. It was designed as a destination for racers, spectators, mechanics, and automotive enthusiasts to gather, share stories, and celebrate their passion for motorsport.
Designing for Speed
At the centre of the identity is a bold logo inspired by classic motorsport graphics. The circular form references a racing wheel while the fuel nozzle creates an instantly recognisable automotive connection. The nozzle transforms into a burst of flame, reinforcing themes of speed, power, and high-performance machinery.
The typography draws inspiration from racing liveries and trackside graphics, with forward-leaning letterforms creating a sense of motion and momentum. The result is a mark that feels fast, energetic, and unapologetically loud.
"The goal was simple: create a brand that felt as exciting as race day itself."
Typography Built for the Track
The identity was built around the Serpentine typeface, a font synonymous with motorsport and performance culture. The letterforms were carefully modified to create a unique wordmark while improving functionality across different applications. Characters were refined to allow large building signage to be fabricated from single-piece elements and to ensure clean reproduction in one-colour vinyl graphics. These practical considerations helped create a robust identity system that could be applied consistently across signage, racing vehicles, windows, merchandise, clothing, menus, and promotional materials.
Colour, Contrast, and Racing Heritage
The colour palette was deliberately bold and highly visible. Bright yellow forms the foundation of the identity, drawing inspiration from caution flags, high-visibility pit lane markings, and the visual language of motorsport safety systems. Red introduces energy and aggression, while black provides contrast and references tyre rubber, asphalt, and racing machinery.
Throughout the identity, extensive use was made of chequered flag patterns, racing stripes, pit lane graphics, and motorsport-inspired visual devices. These elements helped create a cohesive brand language that could be applied consistently across every customer touchpoint.
Beyond the Logo
The project extended far beyond the logo itself. Menus, coasters, stationery, takeaway packaging, staff clothing, promotional materials, and environmental graphics were all designed as part of a comprehensive branding system.
Large-format signage was developed for the restaurant and surrounding racetrack facilities, while branded graphics were also applied to racing vehicles competing at the circuit. This allowed the identity to move beyond the restaurant environment and become part of the broader motorsport experience.
An interesting aspect of the project was how the logo's circular form and flame motif translated seamlessly across applications, from small coasters and menu covers to large vehicle graphics and trackside signage. This flexibility helped maintain strong brand recognition regardless of scale.
Building a Destination
More than a restaurant brand, Petrol Heads Garage was designed to create a sense of belonging for a community united by a shared love of motorsport. Every touchpoint was crafted to reinforce the excitement, heritage, and culture of racing, transforming a simple dining venue into an extension of the racetrack experience itself.
