CASE STUDY

Mahindra Racing is the Formula E team of Mahindra & Mahindra Ltd, one of India’s largest multinational automotive manufacturers and a pioneer in electric vehicle innovation.

Competing in the FIA Formula E World Championship, Mahindra Racing showcases the brand’s commitment to sustainable mobility and cutting-edge engineering on a global stage. 

As Mahindra Racing prepared for the upcoming Formula E season, the team was faced with a last-minute and urgent challenge, a complete logo change just days before the official season launch.

With over 1,400 garments already produced and branded with the previous logo, and the S12 launch event imminent, the team needed a swift and reliable solution to ensure every team member and partner received a fully branded kit in time.

The challenge was not only the tight timeframe, less than a week, but also the scale and precision required to maintain brand consistency across all garments and accessories.

Working closely with the Mahindra Racing team, we acted immediately to identify a solution that would deliver both speed and quality. With only four days to go before launch, our production and branding specialists collaborated to develop a precise cover-up application to update the existing stock without compromising the garment finish.

Our team matched colours with meticulous accuracy to ensure the new logo integrated seamlessly. Every detail, from placement to finish, was checked to uphold Mahindra’s brand standards.

In total, over 5,000 new transfers were printed and applied across a full range of apparel, ensuring every item reflected Mahindra’s refreshed identity. Alongside the rebranded uniform range, we also produced 60 new tote bags, each containing a branded cap and t-shirt as part of a launch giveaway bundle.

The project required exceptional coordination across design, production, and logistics, but by working in close partnership with Mahindra Racing, we delivered the entire rebrand efficiently and on time.

The rebrand was completed and delivered ahead of launch night, allowing Mahindra Racing to unveil their new identity seamlessly. The event was a huge success, with the team’s new look receiving overwhelmingly positive feedback.

The softshell jackets were particularly popular, with team members and partners eager to get their hands on one, creating a unified and professional appearance that elevated the brand presence on the night.

Delivered on time, on brand, and without a single delay, the project showcased what can be achieved through collaboration, precision, and rapid response.

“We were really impressed by how quickly everything came together. The Infinity Inc. team went above and beyond to help us rebrand our entire kit in record time, and the quality never slipped. It made all the difference at our season launch.”

LAURIE CLOG

PARTNERSHIPS MANAGER & BUSINESS DEVELOPMENT, MAHINDRA RACING