Duracell has created a striking design as part of its collaboration with Williams Racing for the 2026 season. The air intake section above the driver's head has been transformed into a giant battery. That allows the brand to move beyond the classic logo placement on the car and become an integral part of the design itself.

Formula 1 cars feature numerous sponsor logos, making it difficult to distinguish between brands amid this density. In this application, the use of just one logo was not preferred. The product's form was reinterpreted to align with the car's physical structure. The battery silhouette was integrated into the natural form of the air intake.

The result is a clear visual narrative that establishes a direct connection with the product. The promise of “power” is reflected not just as a message, but as a symbol positioned directly on the car.