Multi-faceted Toronto design studio Blok was firing on all cylinders when it was recently engaged from the ground up to bring a new supercar to market. Blok was responsible for shaping the brand story, creating the identity and executing the art direction for all
communications, including the online experience, as well as the vehicle’s interior graphics and helmet.
VUHL 05 is the brainchild of industrial designers Iker and Guillermo Echeverria, brothers from Mexico City. Their inspiration derived from a family passion for racing passed down from their father’s 30-year history of building and racing cars.
“We recognized a unique opportunity for VUHL, and set out to tell a deeper, more visceral story, one that honoured the family’s legacy of racing while capturing the exhilaration, beauty and grit of the driving experience.”
Once the brand story came to life, Blok embarked on a naming exercise, working with the founders and settling on VUHL, an acronym for the Spanish translation of “lightweight vehicle architecture.”
The brand’s identity is grounded by a wordmark that is as sleek and linear as the car’s lines. Strong and bold, it embraces the subtleties of high-end design that are a hallmark of the car.
The “05” was the father’s racing number, and the lettering has its roots in the racing iconography of that time. Interior graphics were deliberately kept clean and spare, as was the helmet. To capture the story visually, Blok chose a photographic style that is gritty and stylish, nostalgic and contemporary.