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Eco-friendly racing car gets Life for branding

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By The Drum Team | Staff Writer

July 9, 2009 | 3 min read

Birmingham-based Life has developed the brand concept ‘WorldF3rst’ for a unique eco-friendly Formula 3 racing car developed by Warwick Innovative Manufacturing Research Centre.

Creating a brand that supported this government funded project whilst reflecting the established identity of Formula 3 was the challenge for Life.

The resulting brand identity, WorldF3rst Racing, aims to reflect the car’s sustainable credentials through a range of marketing collateral.

Starting by creating the name ‘WorldF3rst’, Life has developed the brand identity across all elements of the project, from the website design to the look of the racing suits, team polo shirts and the car’s carrot emblazoned bodywork.

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The car’s steering wheel is made from carrots, potatoes are used to produce the bodywork and it is powered by a bio-diesel engine configured to run on fuel derived from waste chocolate and vegetable oil enabling it to reach speeds of 145mph! It also incorporates a radiator coated in a ground‐breaking emission destroying catalyst.

Ian Humphris, joint managing director at Life commented: “The WorldF3rst is the first racing car designed and made from sustainable and renewable materials putting the world first. It’s been very exciting and important for our team to develop a brand for a working example of a truly ‘Green’ motor racing car. Environmental sustainability is an important consideration for any industry and we were excited to see how it could be made relevant to motor sport.

As well as developing a brand identity for the WorldF3rst project, Life orchestrated an international PR campaign across both print and online media generating. Highlights of the campaign include features in; The Daily Telegraph, The New York Times, The Sun, Top Gear, Yahoo.com and Wired.com.

The WorldF3rst racing car was showcased at the recent Festival of Speed, at Goodwood, over the first weekend in July at the invitation of Lord March.

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