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F100 Spirit of the 90s

branding / Advertising / Design / Thinking

F100 Spirit of the 90s is a UK Historic Kart Race Series, embracing what is believed to be the finest and purest era of kart racing – the 1990s – specifically the classes Formula A and Intercontinental A, up to and including 1999.

The series exclusively runs pre year 2000 karts using 100cc direct drive air cooled reed or rotary valve engines, and is aimed at competitors who wish to race this era of kart across a variety of the UK’s best karting circuits; it is NOT a demonstration series.

All equipment is presented for racing in the same form that as it would have originally been used in the 1990s, with the emphasis is on competitive, fair, safe, enjoyable, and affordable kart racing.


Being self-confessed petrol heads, we jumped at the chance to be involved in the early stages of what has now become a key series on the UK kart scene, one which enjoys a huge following of likeminded ex/current and wanna’be karters from around the world, with regular UK grids of over 30 historic karts.

Our brief by the series founder, was to create an identity scheme based on the simplistic/stylised karting company brands found in the era of the 90s. So, by following our ‘Being Brave’ business processes and expertise, we created a number of identity routes, where one was chosen and subsequently developed into a final design language and identity.

From this design language, we were tasked in creating a number of marketing collaterals’, digital assets and the all important kart stickers and stitched suit badges.


Project Management
Identity Creation
Sales & Marketing Collateral
Social Media Assets

Website: F100 Spirit of the 90s