Brand Identity, Positioning, Style Guide

Enchanté was inspired by its founder, F1 driver Daniel Ricciardo, and brings an aspirational flair to the world of racing, celebrating not just the race but the lifestyle around it, through fashion that's irreverent yet elevated. As a fast-growing brand, Enchanté needed an identity that could keep pace.

New Monster teamed up with Enchanté to update that identity and define a position that reflects the space they actually own: where the F1 lifestyle extends beyond race day into a larger cultural moment, with a bit of fun built in. Our work included a new logo, secondary marks, typography, a carefully chosen color palette, a distinctive brand tone, and a comprehensive style guide to tie it all together.

The result is a brand world where Enchanté's identity stays consistent and impactful, while leaving room for variety, experimentation, and seasonal expression as the brand keeps growing.