Client: Black Label Invitational
POC: Raymond Christophorus
Project: Logo and Print Design

 

The Challenge

Since 2019, Black Label Invitational has established itself as Melbourne's premier car show, with each year bringing exponential growth in ticket sales and car applications. While the event continues to dominate the automotive scene, one area that lagged behind was their merchandise. Recognizing this as an opportunity to enhance their brand presence, owner Raymond Christophorus approached By Shade to revamp their merchandise for the upcoming 2025 event.

The goal was to create a cohesive collection that included updated prints and a new logo, aligning Black Label Invitational with global competitors and ensuring their merchandise stood out both at the event and beyond.

Before diving into the 2025 collection, here's a glimpse of Black Label Invitational's existing merchandise. While these designs have served as a foundation, the new collection aims to elevate the brand to match its growing reputation as Melbourne's premier car show.

The Process

The design process was highly collaborative, focusing on elevating Black Label Invitational’s brand identity while staying true to the unique essence of the event. By Shade worked closely with Raymond to craft designs that were bold, modern, and reflective of the automotive culture that Black Label represents.

Key Deliverables:

1. New Logo Design:

   • A sleek, modern logo that encapsulates the sophistication and energy of the event. The updated design is versatile, allowing it to shine across merchandise, signage, and promotional materials.

2. Merchandise Collection:

   • A complete apparel line featuring new prints and designs, tailored to appeal to both car enthusiasts and general attendees. The collection includes t-shirts, hoodies, and accessories, all on-trend with global automotive culture.

3. Print Design:

   • Dynamic graphics for the merchandise collection, incorporating automotive-inspired elements while maintaining a premium aesthetic that resonates with Black Label’s audience.

4. Brand Cohesion:

   • Ensured that all designs tied seamlessly into Black Label Invitational’s broader branding, creating a unified look that strengthens their identity as Melbourne’s leading car show.

The Result

The revamped logo and merchandise collection elevate Black Label Invitational to new heights, providing a stronger connection with attendees and competitors on a global scale. The new designs bring a fresh, on-brand aesthetic that reflects the event’s growth and ambition. Attendees of the 2025 event will now have access to merchandise that they’ll be proud to wear, further solidifying Black Label Invitational as a leader in the automotive event space.

Client Feedback

“By Shade completely transformed our merchandise game. The new logo and designs feel world-class, and the collection truly reflects what Black Label Invitational is all about. We’re excited to showcase these at our next event and finally have merchandise that matches the caliber of our show!”
– Raymond Christophorus, Black Label Invitational