An iconic story, retold.


Hemmels are the ultimate custodians of classic Mercedes, meticulously reimagining and rebuilding a select group of iconic models through their unique, respectful and timeless process. Taking cues from the golden age of design and silver screen glamour, both the visual and verbal identities focus on storytelling. We created a brand designed to elevate the stories of the past, present and future of these Mercedes icons through longform content and immersive digital experiences.


  • Brand strategy
  • Visual & verbal identity
  • Social strategy & content creation
  • Immersive digital experience
  • Campaign microsite
  • Website production


By celebrating the legacy and culture surrounding these classic Mercedes cars, Hemmels are in fact promoting (and enabling) a particular lifestyle. This was fundamental to the rebrand and meant creating a symbol and logo that not only felt comfortable on the cars but also across other luxury lifestyle products.

Left Image
Left Image


Elevating the cultural capital surrounding these models, the brand, TOV and digital experiences put stories front and centre. Our goal was to flip the adage ‘why use 10 words when 3 will do?’ and take our time to showcase just how important these cars were, still are, and will be for future generations.

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