Stant: Refueling a Legacy Brand

Modernizing an automotive icon without losing its soul.

Challenge:
Stant, a trusted name in automotive fuel systems for over 120 years, faced fierce competition and brand fatigue. The challenge? Refine and modernize the brand to signal innovation while honoring its heritage.

Approach:

  • Digging into the DNA: We explored Stant’s history and core values, identifying what made the brand iconic—and what would fuel its future.

  • Tuning Up the Visuals: The logo got a digital-age refresh, supported by an expanded color palette and a custom photography library to enhance consistency.

  • Amplifying the Message: We developed a new brand creed that spoke to both customers and employees—simple, clear, and packed with pride.

New Packaging

Brand Experience Box For All Employees

Assets Created:

  • Refined logo and visual identity

  • Updated packaging and signage

  • Streamlined business system templates

  • Social media artwork and internal communications toolkit

  • Redesigned trade show display

Redesigned Trade Show Experience

New Business System

Brand Book

Impact:

  • Stronger, more compelling core values to guide business decisions

  • Successful leadership buy-in and employee engagement

  • Consistent, elevated brand presence across all touchpoints

  • Marketing team equipped to manage the refreshed brand with confidence

Why It Worked:

We didn’t overhaul Stant—we refined it. The result? A brand that looks forward without forgetting where it’s been. Bold, timeless, and built to compete.

Team / Art Director: Theresa Behrens Goodall / Copywriters: Patrick Bensi and Cy Wood / Production Design: Bob Davis