Chelsea Truck Company

Fashion & Retail, United Kingdom

A refined strategy aligning Chelsea Truck’s lifestyle collection with the craftsmanship and individuality that define its vehicles.

The Chelsea Truck Company’s lifestyle collection needed a clear set of brand values to mirror the individuality and self-expression embodied by its vehicles. Define London developed a considered strategy and design direction that translated the bold Kahn design philosophy into a cohesive lifestyle brand, combining craftsmanship, confidence, and contemporary style.

Chelsea Truck Co logo on a maroon background.
Yellow four-door SUV parked against a black wall.
Three Chelsea tote bags in black, coral, and olive green above three luxury SUVs in black, red, and yellow.
Black off-road vehicle parked on grass, with a dog standing in the distance.
Interior of a vehicle with premium red leather seats featuring diamond stitching, and a close-up of a matching red leather travel bag with black handles and the word 'CHELSEA' printed on it.
A maroon Chelsea Truck Co duffle bag with black handles and zipper against a black background.
Front view of a metallic olive green compact SUV with a distinctive boxy shape, black grille, round headlights, and a roof rack, parked in an empty parking lot with a green hedge background.
A black Chelsea trade bag with handles and a zipper, displayed on an online shopping webpage.
Side view of a black four-door SUV with off-road tires parked in front of a white corrugated metal wall.
Three smartphones displaying images of luxury and sports cars, including the interior of a vehicle, a Mercedes G63 Hammer Edition, and a close-up of a rugged off-road vehicle's tire, set against a plain background.
Close-up of a black alloy wheel and tire on a car, with the car's body partially visible in a metallic beige color.
Collage of various Mercedes-Benz G-Class vehicles, including different models and colors, a person wearing a Chelsea hoodie, a steering wheel, a user manual, and a person in a white shirt near a G-Class vehicle.
A metallic olive green SUV with black wheels and a roof rack, parked on a light-colored asphalt surface.