A conceptual rebrand created during my studies at Shillington for Anew Defenders (formerly Retro Automotive), a specialist restoration company crafting bespoke Land Rover Defenders for clients around the world.

Founded on a passion for British automotive heritage, the company meticulously rebuilds classic Defenders from the chassis up, creating vehicles tailored to each owner's vision. The challenge was to capture this level of craftsmanship, history and attention to detail within a more refined brand identity.

The concept, Fit to Ride, draws parallels between a bespoke suit and a hand-built Defender. Both are carefully tailored, built to last and designed for one individual. This idea became the foundation for a brand that celebrates precision, heritage and personalisation.

The identity places the Defender at its centre. Inspired by vehicle number plates and chassis forms, an ornamental frame creates a distinctive graphic device that extends across applications. Industrial typography is balanced with more refined details, while a palette informed by heritage paint finishes, interiors and materials reflects the character and history of the vehicles themselves.

The result is a brand that feels elevated and enduring, honouring the craftsmanship behind every build while positioning the company for a global audience of collectors and enthusiasts.