Sleek

SLEEK is a JDM Driving Experience start-up located in Tokyo, Japan. Founded by three best friends from 3 different corners of the world - Japan, Canada & France, they had a dream to share the raw, authentic soul of Japan’s legendary car culture with the world.

The idea was to create a visual identity that their consumer base would gravitate towards, something professional, that had an element of car culture, yet a little out of the ordinary with that SNOOGI touch.

Leaning into the drifting culture the idea of including the sweeping "ee" in the sleek wordmark was an instant sign-off, from here we built out a complete visual identity featuring a vibrant orange color pallette, custom iconography, badges, illustrations. patterns and much more.