Carhuna came to XO Design Studio with a big ambition: to launch a new peer-to-peer online auction and marketplace that would disrupt the automotive industry. First, they needed a punchy new name to define them. Then, a bold brand identity that would bring their passion for cars to life. Whatever we created, it needed to resonate with motor trade professionals and car enthusiasts alike – acting as the ultimate destination and authority for buying, selling and trading cars.
Carhuna is more than just a marketplace; it’s a lifestyle brand for car enthusiasts and a platform that connects buyers, sellers and dealerships securely. We needed to strike the right balance of personality and technology, in order to appeal to both the high-end luxury market and everyday petrolheads.
Inspiration came from the Hawaiian word “Kahuna”, meaning indigenous leader or subject expert. You might also recognise it from popular culture – “Big Kahuna” is often used to describe the one in charge; the Big Boss. The word perfectly encapsulates the sense of empowerment Carhuna instils in users, and its commitment to getting the job done right.
The ‘Carhuna’ logo is the confident petrolhead, etched out in trye tracks. Cutting a Zeus-like figure, it symbolises strength, adventurous spirit and Carhuna’s status as a trusted authority in the automotive industry.
The tyre-track design carries over into print and digital assets, creating a sense of continuity across all marketing materials.
A contrasting colour palette grabs attention: sophisticated dark tones convey authority, while fresh mint brings a cool, contemporary edge. The brand palette embraces open white spaces – think showroom-like expanses in which to display listings.
We also created bespoke iconography and photography guidelines to set the tone for Carhuna’s visual language and messaging across all communications. Making every interaction on the platform feel premium, cohesive, and distinctly Carhuna.
