FIFO Innovations, was an existing brand looking for an update. The reference that came up over and over again while brainstorming was a shiny red race car. This company produces portion control equipment used in the restaurant industry, so going too overtly in the race car direction seemed a bit extreme. A happy medium was found.
The circle icons were used throughout the brand for different products. The new incarnation of business cards were reminiscent of road or raceway.