Built for American Muscle
In 2016, The Carlstar Group announced the introduction of three new styled wheel designs for its Cragar brand prompting a review and ultimately a revitalization of the classic Cragar branding. Our studio was proud to be the creative voice behind the revamped aesthetic of a brand with such rich history and recognition. With the introduction of the newly redesigned shield, the multitude of touch points soon followed including print collateral, advertising, wheel design and many others.
Scope of Work:
– Branding and Identity
– Print collateral
– Interactive media
– Environmental
– Photography
The Cragar Legacy
Since 1964, Cragar Wheels have been a staple in the custom wheel industry. We have withstood the test of time and are among the most respected brands in the street rod, street machine and performance racing circles. With an ever expanding product portfolio of aluminum and steel wheels, Cragar continues to set the standard for quality. Every Cragar Wheel is manufactured with the same care and commitment to excellence that has made Cragar Wheels a constant driving force in the automotive aftermarket.
The American Muscle Icon Began Here
For over 75 years, the Cragar name has been synonymous with the best in high performance wheels, dating back to the first collection of fine composite and hot rod muscle car wheels back in 1930. From the late 1940’s into the early 60’s, custom cars and street hot rods were the rage of auto enthusiasts coast to coast. Everyone did what they could to have their vehicle look different or racier than their friends or foes. One such way was to add a custom look to their wheels.
The Cragar Brand
The Cragar brand identity is the foundation from which we tell powerful, consistent stories about our products and services. A brand is more than a name, a logo or a compilation of aesthetic and technical attributes. It defines how our people think and feel about the Cragar brand as a whole, and its core principles of what makes our organization stand apart. A strong brand communicates a vision for how a business’s products or services integrate into their everyday lives. The unified voice that is created is translated through advertising, on the web, in printed collateral, and more.
An Icon is Born
It started with fancy hubcaps, chrome plated wheels and eventually what we know today as “Mag” wheels. “Mag” wheels were first used on weekend race cars but soon everyone wanted them on their street cars. The first designs to lower cost and improve upkeep were made by riveting a polished cast aluminum center into a chromed steel rim. Even with limited strength and style issues, they became an overnight success. Roy Richter, the owner of Cragar Industries and vintage car enthusiast, set out to produce a stronger and better looking wheel.
