RAD began as a backyard hustle during the height of a global pandemic, born out of frustration and fuelled by innovation. Specialising in ute and automotive accessories, the business was sparked when engineer Andy Porter, fed up with the sky-high prices of existing products, built his first hard lid during lockdown. What started as a practical solution quickly grew into something bigger: a movement.
As demand for RAD’s products surged, it became clear the brand needed to carve out its own space, distinct from the competition. While many rivals were focused on serving the trades, RAD set its sights elsewhere: helping Kiwis make the most of the great outdoors. The brand needed an identity that truly reflected this mission.
The result is a visual identity that blends classic motor garage style with a sense of rugged adventure. Drawing inspiration from motorcycle branding, the logo evokes nostalgia while communicating durability, freedom, and timeless quality. It’s a design that not only helps RAD stand out, but invites its audience to embrace the journey ahead.
