Most brands start with a

Most brands start with a logo. This one started with an X-ray.

Introducing SKELETON — brand identity for a new British marque rebuilding classic body-on-frame SUVs (think Range Rover Classic) into $350K electric restomods: tubular steel chassis, air suspension, fully bespoke.

The idea came from watchmaking. A skeleton watch strips away the dial to expose the movement — the mechanism becomes the beauty. We did the same with the brand: the logo isn't printed anywhere. It's laser-cut straight into the tubular steel side panels of the chassis itself, visible underneath the finished car. No plaque, no badge. The engineering is the signature.

Luxury. Bespoke. Tough. British to the bone.