Founded in 2014 by a lifelong mechanic, a car repair business in Morrinhos, Goiás gets a new identity.
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Premium Automotivo
Founded in November 2014, Premium Automotivo was born from the enthusiasm and passion of a true automotive mechanics enthusiast. Driven by a solid dream and a clear vision, Leonardo Arantes — heir to generations accustomed to hearing, “It’s having this issue, do you know what it is? And how much will it cost?” — transformed his vocation into a benchmark business in automotive repair in Morrinhos, Goiás.
Today, Premium Automotivo is synonymous with excellence, standing out for its impeccable quality in both general and specialized services for those who want to keep their vehicle in perfect condition, worry-free. The tradition and expertise built over the years come together with a modern approach, reflecting the essence of an auto repair shop: a timeless craft that evolves without losing its authenticity.
This visual identity seeks to convey exactly that — the fusion of tradition and innovation — ensuring that every detail of the business communicates the reliability and mastery that define Premium Automotivo.
YEAR / 2026
Brand, Art Direction & Design: Kalleb Garcia
Strategy: Kalleb Garcia.
Contact: kallebgarcia@gmail.com
The graphic pieces were developed to revive the vintage and nostalgic feel of old auto repair shops, reinterpreting that universe through a more current, practical, and functional visual language. The goal is to evoke memory, tradition, and familiarity while maintaining a sense of presence, contemporaneity, and connection to the here and now.
The result is a visual identity with a handcrafted character, playing with the nostalgic charm of the classic automotive universe without falling into the excessive aesthetics of the period. Each piece balances nostalgia and modernity, creating authentic, memorable, and coherent communication aligned with the essence of Premium Automotivo.
All logos and their variations were initially developed by hand, later complemented with the support of artificial intelligence and refined in Illustrator. This process allowed us to preserve the authenticity of the manual gesture while adding the technical precision required for a professional and versatile visual system.
For the visual narrative, we chose craftsmanship as the foundation, seeking to achieve the organic aesthetic quality characteristic of the period. Rooted in a vernacular history, this approach respects and honors the past, bringing forward a timeless visual language that remains relevant, expressive, and deeply connected to the essence of Premium Automotivo.
Originally published on Behance by Kalleb Garcia. View the original project.
