Rati is one of our favourite stories. We were given a note in the university corridor telling us to call this man. That’s where this collaboration of almost two decades started. We started with a rebranding and packaging design, then we designed a whole range of products together with Rati. Developing together with us, in 5-6 years they reached a level in the international automotive market where they are relied upon by the industry as a creative automotive OEM supplier. This honour has been rewarded with countless sophisticated products for 20 years. Our first strategic concept has now been confirmed: the logo was built from the name Rati as an emotional gesture: as R-Ati, short for Attila Rajnai, the brand was developed as a semi-self-brand from the owner’s name, and this also had an impact. Mapping Attila’s vision, mission and dreams at the time, the letter “R” was born. It’s a stylized version of a periscope he used as a child to see into the distance, through all obstacles. This brand identity has become the new direction for Rati and, 20 years on, a modern and charming story for the brand.