The extended system of brand marks differentiates the connected parts of the company, and includes ingredient branding, genuine parts, advertising signatures and commercial offerings. The identity system was not only a new look, but a way to understand the brand. Identity Guidelines packaged a brand book that explained the consumer proposition and a DVD containing digital artwork and graphic standards.

Genuine Parts Packaging

Briggs & Stratton makes maintenance and replacement parts for every engine and product it manufactures. Simple, easy-to-navigate packaging empowers consumers to be self-reliant, by guiding them to the right parts and supplying instructions when necessary.

Briggs & Stratton Racing

Briggs & Stratton has been deep into motorsports for almost as long as it has been into engines, making more racing engines than anyone else in the world. We created an identity for the racing program that signals the passion of racing and shares signature elements with the Briggs & Stratton core identity.