FYRE is a spare parts brand built for people who love to keep their cars running — powerfully, purposefully, and passionately. Rooted in mechanical performance and emotional connection, the brand is designed to speak directly to drivers who see their cars not just as transport, but as something to be enjoyed, renewed, and kept alive.
Highlight Industrial Trading Sdn Bhd
2024 – ongoing
Brand Identity, Packaging
Michael Goh (Principal Consultant)
Angel Oo (Art Director & Frontend Developer)
A spare parts brand built on passion and motion. FYRE is a new brand dedicated to car spare parts replacement, created with a deep understanding of both mechanical performance and the emotional connection people have with their vehicles. At the heart of the brand lies a simple belief: the love for movement is timeless. Inspired by the origins of transport from horseback riding to modern engines, we drew parallels between wild horses and passionate drivers.
This idea shaped the name FYRE, an acronym for For Your Renewed Enjoyment. It expresses the brand’s mission: to restore performance, revive experience, and keep the fire alive for those who enjoy the drive. The logo features bold, all-caps typography, referencing the strength and precision of engine pistons, while subtle movement in the animated logo captures the dynamic rhythm of mechanical force.
We studied piston motion in detail — exploring how crank radius, velocity, and acceleration create unique waveforms through the engine’s cycle. These findings informed our motion language and visual system. The visual identity is rooted in three principles: contrast confidence, dynamic passion, and vibrant revitalisation — a look and feel built to stand out in a highly functional market while speaking directly to the brand’s straightforward, performance-focused audience.
Pantone 1505 C
RGB 255, 105, 0
HTML #FF6900
Pantone 186 C
RGB 199, 39, 50
HTML #C72732
Pantone 7483 C
RGB 32, 91, 57
HTML #205B39
Pantone 280 C
RGB 32, 45, 100
HTML #202D64
Pantone 7575 C
RGB 131, 94, 51
HTML #835E33
Pantone 4016 C
RGB 211, 189, 59
HTML #D3BD3B
Pantone 4259 C
RGB 51, 43, 44
HTML #332B2C
Pantone 7707 C
RGB 0, 96, 128
HTML #006080
Pantone 2235 C
RGB 8, 145, 157
HTML #08919D
Pantone —
RGB 255, 255, 255
HTML #FFFFFF
Pantone 527 C
RGB 123, 63, 152
HTML #7B3F98
Pantone 240 C
RGB 194, 53, 147
HTML #C23593
FYRE brings together engineering clarity and emotional resonance, positioning the brand as more than just parts — but a way to enjoy the ride, again. The packaging and product photography carry that spirit across every touchpoint.