Crafting a brand identity that inspires the courages little kid inside us all.

CLIENT
Kart Kids

PROBLEMA skilled craftsman was running a small one-man workshop that he was quickly outgrowing. The demand for his hand-made billy carts was rising rapidly, and he needed to expand both his workspace and his team to keep pace with the growing business. In addition, a well-thought-out brand identity was essential—one that matched the quality of his product and resonated with his audience of young, school-age fans.

INSIGHT
The brand line, a slight twist on the original quote from R.K. Davenport, "Heroes aren’t born, they’re hand-made," serves as a call to action for the brand’s young champions. Like the original quote this tagline aims to inspire those who get to enjoy these custom go-karts, that their futures are determined by their actions, not their circumstances.

SOLUTION
This brand line was woven throughout the identity, embodied by the Kart Kids mascot, 'Billy,' who gazes skyward with a quiet confidence. The 'K' in the logo's typeface cleverly mimics the front of a billy cart, giving it a sporty, contemporary flair that contrasts beautifully with the playful, vintage illustration style. The use of red adds a sense of speed, energy and warmth, while the softened blue and cream tones contributes to a brand personality that is approachable and friendly.