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Tushek

Disruptor in the automotive industry

We used the process of decoding the brand DNA to explore what drives a lifelong passion of racing, building best on track race cars and developing innovative drivetrain technologies.

OBJECTIVE

Propose solutions to differentiate the brand from well known competitors and position as a serious market player.

SOLUTION

Use existing brand elements and reinterpret them to highlight the unique character of the brand.

SERVICES

Brand Strategy Sprint
Brand Exploration
Corporate DNA design
Brand identity design

Spatial
Product graphics
Communication
Digital

OBJECTIVE

Propose solutions to differentiate the brand from well known competitors and position as a serious market player.

SOLUTION

Use existing brand elements and reinterpret them to highlight the unique character of the brand.

SERVICES

Brand Strategy Sprint
Brand Exploration
Corporate DNA design
Brand identity design
Spatial
Product graphics
Communication
Digital

INSPIRATION — PHOTOGRAPHY

Triangle stands for the strength of the Tushek

The main feature of the triangle serves as a stable construction element. Its symmetry distributes the weight. We use its characteristic to symbolise the strength of Tushek.

Gentleman RACER

The company’s values come from former racer and founder Aljoša Tušek. During the branding sprint, we used different approaches to define what values represent the brand today.

— Performance Perfectionism
— Racing-bred Competitiveness
— Pushing boundaries through unbounded innovation

For the visual identity, we drew inspiration from the rich history of racing iconography. It is dominated by big numbers, racing stripes and silhouettes of race tracks.

RACING-BRED COMPETITIVENESS — COMMUNICATION / STORY

12 is our number of choice

The number 12 has played an important role in Aljoša’s racing past and is a dominant brand asset that underlines the sporting spirit. Car series are limited to a multiple of the number 12.

Within the visual identity, a systematic approach has been used to distinguish the vehicle model serial number while expressing a unique character of each vehicle. All vehicle series are limited edition and the graphics include additional racing elements.

RACING-BRED COMPETITIVENESS — PRODUCT

Our personality is expressive

Numbers are overdimensioned and their position ignores the object and the surrounding space. They are always arranged at an angle that does not align with the other lines of the object.  

PERFORMANCE PERFECTIONISM — PRODUCT / DESIGN PROCESS

Obsess about details

Every detail, even the smallest, contributes to performance. Even if a single improvement is minor, it contributes cumulatively to progress.

PERFORMANCE PERFECTIONISM — PRODUCT / MATERIALS

Use only the best materials

Use only the materials that will give you the best performance, regardless of cost or appearance.

The passion and the need to race are present in every brand touchpoint, domain and even in the aesthetics. This is how we developed the brand’s motto Let’s race. It was important to introduce and convey/communicate this wherever the customer encounters the brand.

PERFORMANCE PERFECTIONISM — RELATIONS TO CUSTOMERS

We are proud to be part of Tushek team

When you buy a Tushek car, you are invited to exclusive owners event once every 12 months.

“Transformative.”


Aljoša Tušek
CEO & Founder
TUSHEK