A brand kicks
into overdrive.

Canadian Tire knew their classic Motomaster brand was tired. They needed an approach that brought authority and automotive cred to the aftermarket accessories category.

Inspired by iconic automotive branding, the catalyst of the rebranding is the badge-worthy M icon. Capturing the essence of movement, the identity injects the brand with the agility it needs for seamless application across categories and channels. It’s proud, sleek, and authoritative – putting Motomaster confidently in the driver’s seat.