Parts Direct.CO
Brand Identity [2023]

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LocationMelbourne-Naarm
[AUS]

SectorAutomotive
Ecommerce

ServiceVisual Language
Merchandising
Digital Suite
Package Design Parts Direct.co is an Australian online store for premium motorcycle parts and accessories, specialising in Enduro, Adventure, and Race platforms. Offering exclusive products sourced globally, it gives riders access to top of the range performance upgrades with reliability from a brand built on innovation and professionalism.

The project directed the brand’s visual identity, creating a distinctive and professional aesthetic that reflects its commitment to quality, exclusivity, and cutting-edge solutions.

[01] Visual Language

Logo Gridwork +
Clearspace

The icon is built on a 5 x 6 grid sheared at 15°, combining rounded and sharp edges to create a dynamic, modern effect. It forms a ‘D’ with a ‘P’ in its white space, referencing both a checkered flag and the front of a motorcycle. Paired with typography, working as a versatile combination mark. Scaling and clearspace expand proportionally from 1x to 16x.

Colour
Palette

The palette centres on Scarlet for its vibrancy and edge, supported by Pure Black and White as foundational backgrounds. Platinum acts as a secondary accent, softening contrast and adding sophistication.

Typography Chosen for its balance of clarity and character, Clash Grotesk reflects the brands performance driven identity. Its geometric forms with sharp terminals echo the precision and dynamism of motorcycle culture, while variable weights provide both headline impact and text readability. This versatility ensures a cohesive yet contemporary brand voice.

[02] Merchandising

Physical
Collateral

A selection of mockups demonstrates the brand’s flexibility across real world touchpoints, ranging from branded helmets and event banners to stickers, and uniforms, highlighting brand presence in both lifestyle and professional contexts.

Print-Based
Media

Business cards and posters showcase how the identity translates seamlessly into corporate and promotional materials, reinforcing consistency across print applications.

[03] Digital Suite

App Icon +
Favicon The App Icon and Favicon examples highlight the strength of the design, demonstrating how the icon maintains full legibility and recognition even when scaled down.

Social Media
Panel The Social Media Panel demonstrates how the brand can present itself online through varied applications. By maximising the use of colour, typography, imagery, and logo variations, it showcases effective and cohesive digital brand communication.

Webstore
Landing Page The Parts Direct.CO webstore landing page uses a 12-column grid to ensure consistent alignment, spacing, and hierarchy.

Set at 1920 x 1080px with 122px columns, 16px gutters, and 140px side margins, the layout balances clarity and negative space while maintaining overall brand cohesion.

[04] Package Design

Branded Ecommerce
Package 3D Renders

The 3D renders show how the lock mailer integrates with the brand’s visual identity, applying core elements of colour, typography, and graphics cohesively. They also highlight versatility, with packaging available in multiple sizes to suit different products.

Structure Made from durable thin cardboard, the mailers balance strength with a premium finish that supports the brand’s professional positioning. While standard ratios are shown, dimensions are adaptable to securely house various products without losing consistency.