A Birmingham-based branding agency has teamed up with the developers of the world’s first Formula 3 racing vehicle made from vegetables and powered by chocolate.
Life, based in the Jewellery Quarter, has developed the brand concept “WorldF3rst” for the Formula 3 vehicle developed by Warwick Innovative Manufacturing Research Centre (WIMRC), a research arm of Warwick University.
The car was initially launched under the name ecoF3 in May and shortly afterwards its creators enlisted the help of Life to redesign the brand to emphasise the car’s sustainable credentials.
The car has a steering wheel made of carrots, bodywork made of potatoes and a seat made of soybeans, and is thought to be the first Formula 3 vehicle made from sustainable and renewable materials.
It uses plant-oil based lubricants and a biodiesel engine capable of running on chocolate and vegetable oil.
The agency developed the “WorldF3rst” name to emphasise the innovation behind the car as well as vegetable imagery to appear on the car skin, driver overalls, team uniforms, advertising and in roadshow materials.
Life marketing manager Jamie Berry said the agency wanted to give the brand an organic feel.
He said: “The bodywork shows all the vegetables that go into the components as they are displayed on the side. And the image is blurred as if it was passing at 140 miles per hour.”
“The outfits carry the same images – it is all tied in with the concept. We sum it up as an organic feel.”
Life joint managing director Ian Humphris said: “The WorldF3rst is the first racing car designed and made from sustainable and renewable materials putting the world first.
“It’s been very exciting and important for our team to develop a brand for a working example of a truly ‘Green’ motor racing car.
“Environmental sustainability is an important consideration for any industry and we were excited to see how it could be made relevant to motor sport.”
While, the University of Warwick's own press team generated the vast majority of the national, international press broadcast and social media coverage of the story, Life also ran its own successful PR campaign.
The WorldF3rst racing car was showcased at the recent Festival of Speed, at Goodwood in July.
The car follows on from a vehicle called Eco-1, which was developed at the Warwick University, as part of wider plans to create a centre of excellence for green motoring.
The team that built it believes green technology could play a part in Formula 1 following the recent turmoil arising from high costs for motor racing teams, which saw Japan’s second largest carmaker Honda pull out of the sport.