24 HOURS
OF LEMONS

24 Hours of Lemons is endurance racing for $500 cars and happens to be the largest racing series in the world. They set themselves apart by using humor, self-deprecation, and competence to make once-daunting daydreams approachable and achievable. Our job was to bring to light what they were already doing in their events to their website and to their branding. Our concept was to take their easy-going, sloppy, fun spirit and pair it with great photography, light-hearted illustration and a professional design system that reflected their organized and safe races. This brand is about creating inclusive experiences for excluded enthusiasts. Yes, you can race! All it takes is a cheap car, cool friends and one weekend. 

 

Racing for real people. 

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UNAVAILABLE CAR NUMBER BUMS RACER OUT

Endurance-race entrant stands to lose sponsor deals with tie-dye store,

and guy down the street who makes brownies.

 

By the time Seattle-area dogwalker Buzz Stone entered his first 24 Hours of Lemons event, his team Dank Lugs Racing had already painted the number 420 on the doors of its ‘88 heap. Mr. Stone insists he was unaware that 65% of the field had also requested the number 420, or that it had been secured six months earlier by Team Refurbed Madness of Shelton WA. “I was all, like, fuuuuh.” Series spokesperson K. E. Hembree confirmed that 28% of all Lemons teams request race-number 420 nationally, followed by 69 (13%), the nonexistent 5.0 (8%), and the nonexistent 007 (4%).

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