Capslock, a direct-to-consumer automotive parts brand, partnered with us to create a bold visual identity, industrial-inspired packaging, and a user-centric e-commerce experience. The result is a high-performance brand system and store UI that reflects durability, speed, and engineering precision.
Capslock is an emerging player in the automotive aftermarket industry, delivering high-quality motor parts for performance enthusiasts and daily drivers alike. While their product quality was top-tier, their brand presence was underdeveloped — lacking visual consistency, digital usability, and shelf appeal.
They needed a brand system that resonated with gearheads and garage professionals, yet remained sleek and modern enough for an e-commerce-first model. Alongside this, they required packaging that communicates reliability and grit, and a fully functional D2C online store with intuitive UX design to drive conversions.
Our challenge was to design a multi-layered solution that merged identity, tactile product experience, and digital usability — tailored to the high-performance automotive niche.
Key Highlights:
Capslock struggled with an inconsistent brand identity that failed to reflect its engineering-driven product quality. Their existing packaging lacked shelf presence and didn’t communicate reliability or performance. Additionally, their online store had poor product discoverability, technical glitches, and a user experience that caused high cart abandonment.
There was also a disconnect between product value and perceived brand trust — particularly important in the automotive aftermarket space, where durability, specs, and user confidence are everything.
We started with a deep-dive into the automotive aftermarket industry, examining competitors, customer expectations, and packaging trends. From there, we worked closely with the Capslock team to define a brand persona — tough, reliable, and speed-oriented.
The brand identity was built around a bold typographic wordmark, inspired by mechanical precision and industrial strength. We integrated design motifs like chevrons, hex bolts, and racing stripes into the packaging language, using color codes to differentiate product categories.
For the e-commerce site, we designed a mobile-first UI using Figma and built user flows based on real-world buying behavior — such as compatibility filters, part-type drilldowns, and fitment FAQs. We optimized the PDP (Product Detail Page) to include install guides, reviews, and comparison specs, enabling a high-trust, low-friction shopping experience.
The final deliverables included a complete brand identity system, SKU-specific packaging templates, and a robust e-commerce UI/UX design ready for development.
The packaging now features durable material textures, part schematics, and usage symbols — creating a tech-savvy, reliable feel that appeals to mechanics and DIY users alike. Each box is also designed with photography-led branding to make unboxing more social media friendly.
The web store UI is fast, visually bold, and conversion-optimized — built with UX principles that align with Capslock’s audience: fast-loading pages, sticky filters, real-time part compatibility tools, and accessible product navigation.
Since launch, Capslock has seen an increase in website retention, direct orders, and repeat purchase rates, proving the power of design in mechanical commerce.
