Custom Cap & Tire

Background

Custom Cap & Tire (CCT) is a full-service tire shop in Roseville, MN that services commercial semis, passenger & light truck, trailer, and skid steer customers throughout the Twin Cities. In addition, they offer roadside assistance, drive-up services and retreading for industrial and commercial tires.

CCT worked with Voom Creative in 2015, approximately one year after the shop originally opened its doors in Blaine, MN. Being a start-up tire shop with several competitors within a 15-mile radius, CCT understood the importance of building a business with a unique brand to gain market share and to stand out among competitors. We were responsible for creating the entire CCT brand, including the logo, color and typeface palettes, identity system, landing page, signage, truck decals, and all sales and marketing collateral.

Services

Brand Strategy, Brand Design, Web Design & Development, Marketing Collateral

IndustrY

Transportation

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Custom Cap and Tire awning signage and truck decals, with the main building in the background.

The transportation and tire industry posess a lot of branding opportunities and CCT capitalized on creating a unique one of their own! Through research in both industries, we found dated brands that used similar typefaces and imagery for their logomarks in addition to similar color palettes. With color being the most recognized brand element, we selected orange for CCT because none of their immediate competitors used it as a primary brand color.

The entryway to Custom Cap and Tire's building features overhead signage and window graphics.

The business system includes a pocket folder, multiple envelope sizes, letterhead, forms, business cards, and postcards.

From there, we created a wordmark for their logo instead of using a logomark consisting of a stylized tire like so many of their competitors. The wordmark incorporates elements of tire tread with spacing between each letter being precise and the letters themselves were “custom” designed as the name states. The angles of the letters and the orange shape in the logo create arrows to convey motion and the fast pace environment that encapsulates CCT.

Signage in an aerial pylon, designed to be seen from a nearby highway.

Custom Cap & Tire's awning sign, above a truck with their custom decals.

A close up of the window decals on the building entryway.

The front and back of the We've Moved postcard on a tire.

Masculine colors were selected to complement the deep orange and a subtle tread pattern was used in their brand to provide texture and movement. The tire tread was used heavily throughout their brand because retreading (a process where new tread is applied to the tire skin) consumes a large portion of their business. The new brand resulted in increased brand recognition and a 12% increase in sales in less than nine months.